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By Ishbel Macleod, PR and social media consultant

February 26, 2013 | 2 min read

Air New Zealand has unveiled announced of its unusual airline safety videos, this time featuring adventurer Bear Grylls.

The Bear Essentials of Safety rolls out across the Air New Zealand fleet from today and follows hits such as The Hobbit themed An Unexpected Briefing.

Air New Zealand chief marketing and customer officer Mike Tod says Bear Grylls was the ideal in-flight safety ambassador: “Bear was the ideal partner to help us bring to life important on-board safety messages in a unique and compelling way while at the same time demonstrating the best of what New Zealand has to offer. We hope the global attention this safety video will receive generates more awareness of our amazing country and gets a few more bums on seats. The video builds perfectly off the back of the strong imagery generated globally by The Hobbit: An Unexpected Journey and was worth the logistical challenges involved to create it.

“Air New Zealand and DOC (New Zealand Department of Conservation) have developed a deep partnership where we can combine our assets for the benefit of our nation. DOC is the custodian of some of the best environmental tourism experiences in the world and it’s a privilege to bring these to life on the global stage through our world-class marketing capability. In particular, the work we are doing together in promoting the nine Great Walks in New Zealand is really starting to show some positive results.”

The safety video also features appearances from three Kiwi Scouts.

Grylls said: “New Zealand is a country that I have always called my home away from home and I feel so proud to be involved with this campaign. We shot in a truly amazing setting with an amazing team – and that is always a privilege.”

Air New Zealand Bear Grylls

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