Other airlines, including U.S.-based Virgin America and Delta Air Lines, non-traditional safety videos as well.
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"The feedback on safety on videos is that people usually just disconnect because it's the same story again and again," said Mauricio Parise, marketing communications director at Delta Air Lines, "especially for those business travelers that fly once or more a week."
To that end, Delta has been trying to make its safety videos "more exciting, while keeping safety in mind."
Beginning in 2008, Delta began running a safety video featuring one of its employees, Katherine Lee, later nicknamed "Deltalina," as the key presenter.
"She gave a sexy spin to the story, without going too overboard. The reaction was amazing," said Parise. So far the video has been viewed almost 3 million times on YouTube.
Eighteen months ago, Delta shot three new versions of its safety video and those have been showing on planes (and on the Internet) for the past year. "They're creative and some funny things happen in them," said Parise. "Deltalina has a cameo role, but everything is serious from a safety perspective."
To keep content fresh and passengers engaged, Air New Zealand is already planning the video that will replace "Safety Old School Style." And Delta has a new set of videos it will roll out this winter.
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And while he can't put a specific dollar value to the return on investment in an engaging safety video, Parise is confident Delta's investment is worth it.
"It's creates a stronger engagement between the airline and a passenger," Parise said. "Each touchpoint adds value to the brand and we have a captive audience for five minutes during that safety video."
—By Harriet Baskas, Special to CNBC.com. She is the author of seven books, including "Hidden Treasures: What Museums Can't or Won't Show You," and the Stuck at the Airport blog. Follow her on Twitter at