Given that Delta, Virgin and other airlines have started emulating Air New Zealand’s novel approach to safety videos, the original innovators have decided to take things to the next level by inviting the Sports Illustrated swimsuit models onto their planes as part of a new sponsorship deal between the publication and the airline.
The new ‘Safety in Paradise’ video was shot in shot in the idyllic Cook Islands and features models Chrissy Teigen, Ariel Meredith, Hannah Davis, Jessica Gomes and Christie Brinkley (who has appeared on three consecutive Sports Illustrated swimsuit covers).
Although the official video (which was creatively developed by True) will only be released on 12 February to coincide with the start of Sports Illustrated Swimsuit’s 50th anniversary celebrations, a behind-the-scenes teaser that covers the making of the video has already been uploaded to YouTube.
Air New Zealand Head of Global Brand Development Jodi Williams says working with the Sports Illustrated franchise, which reaches more than 70 million people worldwide, was a phenomenal opportunity to further lift the airline’s brand on the global stage and to promote a key Pacific Island destination the airline has been flying to for more than 40 years.
“Sports Illustrated Swimsuit has a massive worldwide television, online and print campaign to celebrate the 50th anniversary and we’re incredibly excited to feature in that activity. The magazine alone has more than 61 million readers annually and the safety video shoot with Air New Zealand will feature in the special anniversary edition. This is ‘money can’t buy’ global attention focused on a key destination and our airline,” says Williams.
Sports Illustrated Swimsuit Editor MJ Day says collaborating on 'Safety in Paradise' was a special chapter in the magazine’s five-decade history.
“Our partnership with Air New Zealand is brilliant in every way. We were able to create a raucous safety video in the true spirit of Sports IllustratedSwimsuit and our Kiwi friends,” she says.