In a significant move after a decade of maintaining the same corporate image, Aerolíneas Argentinas has launched its new in-flight safety video featuring none other than the coaching staff of the Argentine National Football Team, who were crowned world champions in Qatar 2022.
This revamp is part of a broader overhaul that the airline is undertaking to modernize its image and corporate communication strategy. This modernization effort mirrors a global industry trend where airlines have been incorporating popular figures, celebrities, and cross-brand partnerships in their onboard safety videos and broader communication materials.
In a nod to Argentina’s vibrant cultural exports, Aerolíneas Argentinas has increasingly associated itself with the nation’s twin passions: music and football. The airline has initiated communication campaigns featuring prominent figures in Argentina’s thriving urban music scene and its acclaimed football teams competing in continental tournaments.
This move follows the success of «el avión de la Selección,» a special flight service that carried the Argentine National Football Team to Qatar and returned with the victorious world champions.
The grand launch event for the new video took place at the Art Media complex, attracting public figures, journalists, and company executives. Exhibitions featured various models of the national team’s jerseys, a collection of World Cup balls by Adidas, and other attractions.
From my perspective, the video exemplifies a blend of modernity and precision. Excellently filmed and directed, it captures interest while presenting clear instructions. Scaloni and his team gracefully complement a smart and succinct safety demonstration without straying into discomfort. Despite being the undisputed stars, they seamlessly transfer technical segments to proficient actors, ensuring smooth and effective delivery.
The video accomplishes a delicate balance that can often prove challenging: it seamlessly integrates celebrities without creating a forced impression. In other instances, such strained appearances can undermine the intended message, be it safety instruction or brand promotion. However, this video excels in avoiding such pitfalls, delivering its content in an effortless and engaging manner.
Argentine national team’s coach Lionel Scaloni stated «Both the national team and Aerolíneas share the mission of connecting and uniting Argentinians. We have approached this safety video with utmost seriousness and responsibility. We hope you like it. Thank you and keep flying high.»
Pablo Ceriani, president of Aerolíneas Argentinas, expressed his excitement over the launch saying «This unveiling signifies the strengthening of the Aerolíneas brand, associated with values such as passion, hard work, teamwork, and, most importantly, safety.»
Meanwhile, Carlos Figueroa, the airline’s Communications Director, added, «These actions align with our communication strategy from the outset – to extend the Aerolíneas brand far and wide, earning recognition as a company that upholds its rich tradition while staying current and modern.»
The new safety video is available on the company’s official YouTube channel, and passengers will be able to follow its instructions onboard the Airbus 330 and Embraer 190 aircraft, via screens located at each seat. The video will be progressively uploaded onto the respective fleets.
