British Airways has launched a new safety video, “A British Original Period Drama,” to keep customers engaged with vital safety messaging during flights.

The five-minute film, directed by Sharon Maguire, known for “Bridget Jones’s Diary,” features more than 40 British Airways colleagues and takes viewers on a journey through Britain’s rich history, showcasing grand country houses and iconic period drama elements. The safety video debuts on long-haul flights starting 1 August.

Recognising the popularity of British period dramas, British Airways has created this unique video to resonate with both its UK and international customers.

The film portrays scenes from a bygone era with lords, ladies and household staff going about their daily lives in lavish country estates, only to be interrupted by present-day British Airways crew members demonstrating essential safety procedures. This blend of humour and historical charm aims to capture the attention of passengers, ensuring they are fully engaged with the safety messages.

Calum Laming, British Airways’ Chief Customer Officer, explained the rationale behind this creative approach:

We know that these videos deliver vital safety information, and it is so important that we do everything we can to keep our customers engaged throughout. When it came to selecting a genre, we wanted something that would enable us to do this while resonating with global audiences, so a period drama with a little bit of humour seemed like the perfect fit.

Sharon Maguire, the director of the new safety video, praised the collaborative effort that went into the production:

We put together a dream team of industry legends, from Jenny Beavan to Kave Quinn and Erik Wilson to Jack Ravenscroft. We definitely wouldn’t have pulled it off without them. They just loved the idea created by the talented and lovely creative teams at Uncommon and British Airways.

The video was shot across some of Britain’s most picturesque country houses, including Hatfield House in Hertfordshire and Englefield House Estate in Berkshire. Costumes were designed by three-time Oscar-winning British costume designer Jenny Beavan and colleagues were coached by renowned dialect coach Jill McCullough to perfect their period accents, adding authenticity to the production.

In line with British Airways’ commitment to showcasing British talent, the video reflects the unique aspects of British culture. Passengers can also enjoy menus featuring the best of British cuisine and inflight entertainment starring British talent, further enhancing their experience on board.

Reflecting on the benefits for business travellers, Paul Baker, Sales Director of Global Travel Management, said:

For UK-based business travellers, staying engaged and informed during flights is crucial. British Airways’ new safety video is not only a creative masterpiece but also a testament to their dedication to passenger safety. It ensures travellers, whether frequent flyers or first-time passengers, are both entertained and well-prepared.

British Airways continues to focus on putting its people at the heart of its campaigns. The safety video features a diverse range of colleagues, from pilots and cabin crew to engineers and airport staff, all playing themselves. This approach underscores the airline’s message that it is their people who make them unique.

Helen Lau, a British Airways First Officer who plays herself in the video, shared her excitement:

As a First Officer, my job means I am in the flight deck during the safety briefing, so to know that I will be appearing on the video in the cabins feels very surreal. I love the closing line which says stay safe, look after one another and never change, which featured in the previous video, and I hope is carried onto the next. It’s such a touching and uniting phrase.

For more information on British Airways flights, please contact your Global Travel Management Account Manager.

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SkyTeam has announced a significant evolution in its environmental initiative by renaming The Sustainable Flight Challenge to The Aviation Challenge, signalling its broader vision to drive meaningful change across the airline industry.

This year marks a significant expansion of the programme, as SkyTeam has invited non-SkyTeam airlines to participate for the first time, reflecting the alliance’s commitment to fostering industry-wide innovation.

The Aviation Challenge, now in its third year, brings together 24 global airlines, including Virgin Atlantic, Air France, China Airlines and SAS.

The airlines share a common goal: to discover and implement innovative ideas that can reduce the environmental impact of air travel. This expansion highlights SkyTeam’s determination to create a collective movement towards sustainability in aviation, with participants aiming to scale up and implement solutions that have been generated in previous challenges.

Patrick Roux, SkyTeam CEO, commented on the initiative’s broader scope:

By scaling up and implementing solutions generated in previous years and widening its scope, we expect The Aviation Challenge to realise increased potential to reduce flying’s environmental impact, helping participants to further their own sustainability goals. While we await greater production of SAF and the future technology our industry needs, The Aviation Challenge is bringing together global airlines and stakeholders from across aviation in a proactive stance to help address the environmental impact of flying.

Since its inception in 2022, the challenge has inspired participating airlines to generate 465 innovative solutions aimed at reducing CO2 emissions. These solutions span various aspects of airline operations, including the increased use of sustainable aviation fuel (SAF), flight path optimisation, waste reduction and improved cargo handling.

Unlike its predecessors, this year’s challenge focuses on the practical implementation and scaling of these solutions, with airlines demonstrating their effectiveness through showcase flights. Virgin Atlantic, for example, will highlight key learnings from its Flight100, the first flight powered entirely by sustainable aviation fuel.

The Aviation Challenge’s impact will be assessed by a diverse panel of global sustainability and aviation experts. These experts will evaluate the submissions based on their effectiveness and scalability, with criteria developed in collaboration with leading aerospace professionals, including PA Consulting and the Royal Netherlands Aerospace Center (NLR).

The 72 flights operated as part of last year’s challenge saw an average improvement of 19% in CO2 intensity, resulting in the elimination of 30 tons of emissions. These impressive results underscore the potential of The Aviation Challenge to drive significant environmental improvements across the industry.

The airlines participating in The Aviation Challenge 2024 include Aerolineas Argentinas, Aeromexico, Air Europa, Air Europa Express, Air France, China Airlines, China Eastern Airlines, Corendon Dutch Airlines, Delta Air Lines, Endeavor Air, Garuda Indonesia, JamboJet, Kenya Airways, KLM, KLM Cityhopper, Korean Air, SAS Scandinavian Airlines, Saudia, Shanghai Airlines, TAROM, TUI Airline, Vietnam Airlines, Virgin Atlantic, and XiamenAir.

For more information on booking flights on SkyTeam airlines, please contact your Global Travel Management Account Manager.

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