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Chinese audiences delirious over Air NZ safety video

November 27, 2018 Headline News No Comments Email Email

Air New Zealand’s latest safety video “It’s Kiwi Safety” may have divided audiences at home, but it has proved a smash hit in China and has reached a staggering 20 million views since its launch three weeks ago.

“It’s Kiwi Safety” was filmed in the style of a music video with the backing soundtrack “It’s Kiwi” – a remake of the popular RUN-DMC song “It’s Tricky”, with bespoke New Zealand themed lyrics. The Air New Zealand video has got people “bopping their heads and tapping their toes right around the world”, the airline reports.

The track, performed by local musicians Kings and Randa, also features “In the Neighbourhood” by New Zealand duo Sisters Underground, performed by Theia. “It’s Tricky” was produced by Josh Fountain of Auckland’s Golden Age Studios.

After its release earlier this month, reaction to the video in the airline’s homeland was decidedly mixed. Some Kiwi viewers loved it, others loathed it – and some simply couldn’t understand it. See: Airline rap video whips up storm of controversy

The Chinese just can’t get enough of it. The video has tapped into an emerging love of rap music among youth in China and generated more than 10 million views there.

The safety video also stars well-known Kiwi actor Julian Dennison and talent from 30 community groups from across the country – including cheerleaders, curlers, brass bands and gymnasts, making it the largest scale safety video in Air New Zealand safety video history.

Air New Zealand general manager of global brand and content marketing Jodi Williams says she is delighted the safety video has received such a great response.

“We’ve had terrific feedback from people right across the world about It’s Kiwi Safety. People are enjoying its New Zealand-ness, the diversity it offers as well as the catchy soundtrack.”

One of Air New Zealand’s key content partners in China is Beijing-based iQiyi, which is one of the world’s biggest online video platforms with more than 500 million active users and six billion hours spent on its services each month.

iQiyi Travel Channel chief editor, Eli Tian, says; “It is no surprise Air New Zealand’s new safety video is proving to be a global hit, especially in China where rap music is surging in popularity.

“The airline has shown tremendous foresight to create an innovative piece of content to draw attention to itself in key international markets like China. The video gives Air New Zealand a great platform to show the diversity of New Zealand and its people and makes the country an even more compelling destination for Chinese travellers.”

Edited by Peter Needham

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