living in the age of airplanes

AVIATION INDUSTRY
TOOLKIT: LIVING IN THE AGE
OF AIRPLANES
GENEVA, MARCH 2015
INTRODUCTION
FILM BACKGROUND
HOW TO USE FILM
KEY MESSAGES
RESOURCES
“It’s easy to forget how extraordinary
it is that we can fly so far, so fast.
Or that we can even fly at all...” So
starts a new documentary film,
Living in the Age of Airplanes, being
released in April 2015. It is narrated
by noted private pilot and Hollywood
legend Harrison Ford, distributed by
National Geographic and directed
and produced by Brian Terwilliger,
himself a private pilot.
Brian was inspired to create this
extraordinary film in order to share
with audiences the wonder of flight
and to try and restore some of
the magic that has been lost from
today’s aviation experience. The
documentary will be shown around
the world, primarily in museums
and science centres and we hope this
toolkit will help partners across the
aviation industry make best use of
the film.
The images, captured in 18 countries
on all seven continents, show how air
transport has helped shape the world
and our perceptions of it. It provides
a unique way for aviation partners to
help kick-start a conversation with
stakeholders and community groups
about the role of aviation.
02
INTRODUCTION
FILM BACKGROUND
HOW TO USE FILM
KEY MESSAGES
FILM BACKGROUND
Living in the Age of Airplanes is a film inspired by a passion for aviation and exploration and has been developed
through the vision of these partners:
DIRECTED AND PRODUCED BY BRIAN TERWILLIGER
»» Brian Terwilliger is a producer and director, most noted for the critically acclaimed documentary film One Six
Right. He is the founder of Terwilliger Productions, an independent motion picture production company based in
Los Angeles. He is also a private pilot and passionate about the role aviation plays in the world.
»» Brian travelled to seven continents and 18 countries over the course of six years to make Living in the Age of
Airplanes.
NARRATED BY HARRISON FORD
»» Harrison Ford is a noted actor, appearing in over 60 films (most famously in Star Wars and Indiana Jones).
»» Harrison has held a lifelong interest in aviation and is a private aeroplane and helicopter pilot. He is involved with
the Airline Owners and Pilots Association, Experimental Aircraft Association and Wings of Hope. He is also heavily
involved with Conservation International.
DISTRIBUTED BY NATIONAL GEOGRAPHIC STUDIOS
»» National Geographic Studios is one of the world’s most recognised creators of eductational and entertaining
documentary and scientific publications.
»» National Geographic will also develop educational materials about the topics covered in the film, to ensure that
school groups can benefit from attending the film.
INITIAL FINANCING BY AIRBUS, GE AVIATION AND FEDEX EXPRESS
»» Initial financing for the film was provided by Airbus, GE Aviation and FedEx Express, where executives were
compelled by the vision Brian Terwilliger wanted to portray about aviation.
»» During the production process, the three companies had no role in developing the film (aside from filming
locations). The film-makers maintained their independence.
DISTRIBUTION
»» Shot using large-format technology, Living in the Age of Airplanes is best experienced on a big screen with cinema
quality audio (it features an original score by Academy Award-winning composer James Horner who wrote the
music for Avatar and Titanic) and its release will initially be in theaters located in museums, science centres, and
other prominent cultural institutions worldwide.
»» The initial schedule of cinemas showing the film following its 10 April 2015 launch is available on the film’s website:
www.airplanesmovie.com
»» Unlike a commercial film release with a limited week run, this film will roll out in major markets and sustain a run
for many months to a year.
»» In addition to major US markets, the film will open in key cultural institutions worldwide, with versions in different
languages being determined by interest from those markets.
»» If you would like to try and attract the film to your local cinema or science centre, please see the National
Geographic contacts on page 4.
RESOURCES
03
INTRODUCTION
AIRLINES AND AIRPORTS
APPEARING IN THE FILM
Whilst the film is a broad overview
of the entire industry, several
airline brands and airports
do appear fleetingly in the
documentary:
FILM BACKGROUND
HOW TO USE FILM
KEY MESSAGES
HOW TO USE THE FILM
Living in the Age of Airplanes presents a unique opportunity to engage your key audiences around a film that showcases
the wonder of flight. Supporting the film’s release will raise awareness amongst those most passionate about flight.
Opportunities include:
OUTREACH TO KEY AUDIENCES: HOST A ‘PREMIER’
• Airlines: United, China
Southern, Emirates,
Singapore Airlines, Lufthansa,
Air France, Qantas, Kenya
Airways, Aerolineas
Argentinas, Trans Maldivian,
KLM, FedEx Express, Virgin
Atlantic, CorsairFly, Delta.
When the film starts being screened in your community (either at a large screen cinema, or within a museum or science
centre), we would encourage industry partners to work together and host an event for key local stakeholders. The film
is around 45 minutes long, so it provides a great opportunity to bring in media, political audiences, community groups
and others to view the film and then have a discussion session with your executives. Provide popcorn and drinks, or
turn it into a cocktail event!
• Airports: Sydney, Hong
Kong, San Francisco,
Princess Juliana St Maarten;
Paris Charles de Gaulle,
Amsterdam, Las Vegas,
Memphis, Anchorage.
If you would like to use the film in your local community, or would like to get involved in promoting the messages of
the film, this toolkit can help. We would also encourage you to contact National Geographic:
• Locations appearing in the
film: Mojave Desert, African
Savannah, Grand Canyon,
Iguazu Falls, Uluru (Ayers
Rock), Ushuaia, Chetzen Itza
(Mexico), Easter Island, Cloud
Forest (Costa Rica), Pyramids
(Egypt), Rome, Louvre
Museum (Paris), Angkor
Wat (Cambodia); Las Vegas,
Maldives, Antarctica, Alaska.
Hosting the event a couple of days before the film opens to the public will give your audience an exclusive viewing and
also help generate some media attention for the film — and its messages.
»» Nikki Lowry: Vice President, Marketing / National Geographic Studios / [email protected]
»» Aileen Robertson: Marketing / National Geographic Studios / [email protected]
INTERNAL COMMUNICATIONS AND INCENTIVES
Bring your staff in to see it — either at special screenings or by giving tickets to your teams so they can see it with their
families. For those staff not involved with the operational side of the industry, it will help them understand the amazing
machine of which they are part.
For the others — it’s just a really great film!
PHILANTHROPIC / EDUCATION OUTREACH OPPORTUNITIES
As it does with all of its films, National Geographic will be developing a robust suite of education materials to
accompany Living in the Age of Airplanes. All activities are standards-based and designed to extend the learning from
the film for students and teachers. The education package is readily available online at no cost to educators.
There are many ways in which you can help museums enhance their education outreach activities, ensuring maximum
student reach in a local market:
•
•
•
•
•
Fund field trips for school groups
Fund tickets for students to see the film at museum theatres
Cover costs for expert speakers to present to school groups (at schools or at museums)
Fund complete private events (tickets, bussing, speaker, giveaway, etc)
Fund mini-grants directly to theatres for educator workshops or school group tickets (especially underserved
student populations)
• Fund teacher preview events at museums
RESOURCES
04
INTRODUCTION
FILM BACKGROUND
HOW TO USE FILM
KEY MESSAGES
National Geographic can help tailor an education outreach programme to suit your needs. Please note that all
donations to education outreach for the film are tax deductible in the USA (and perhaps in other countries as well).
The National Geographic Society will administer all programmes. Living in the Age of Airplanes is an exceptional film,
filled with great possibilities for teaching geography, science, industry, literacy, culture, and history. We hope you will
consider helping to expand the reach of the film to the next generation of both pilots and passengers.
HELP BRING LIVING IN THE AGE OF AIRPLANES TO YOUR LOCAL MUSEUM OR SCIENCE CENTRE
If the film is not yet scheduled in your city and there is a museum, science centre, or other venue nearby that has
a giant, digital, or IMAX screen, we encourage you to approach the theatre venue’s management and ask about the
possibility of screening Living in the Age of Airplanes at that venue.
»» If the theatre representative is interested in booking the film, ask them to contact Antonietta Monteleone / National
Geographic / +1 212 224 8468 / [email protected].
• If there are questions about scheduling, let theatre managers know the film can be booked many months in
advance. Please provide them with the National Geographic booking contact information above.
RESOURCES
05
INTRODUCTION
FILM BACKGROUND
HOW TO USE FILM
KEY MESSAGES
RESOURCES
KEY MESSAGES
The film Living in the Age of Airplanes can be used as a conversation-starter by the industry in talking with stakeholder
groups. Some of the scenes in the film may evoke questions about the industry, so we have prepared the following
messages and facts, which may help you answer them.
The film should be seen as a great way to start a discussion about the important role aviation plays in global society
and why passengers often overlook the amazing things accomplished by aviators every day.
Film scene / fact
Key message(s)
Proof point(s)
MOJAVE PLANE GRAVEYARD
»» Retiring older aircraft and replacing them with new models
helps ensure the fleet is more efficient.
»» The industry has put in place end-of-life aircraft recycling.
++ Around 2,800 aircraft have been retired in the last five years and 7,000 have joined the fleet.
++ Each new generation of aircraft is around 15-20% more efficient than the one it replaces.
++ The industry is working together, through initiatives such as AFRA and PAMELA, to recycle
aircraft that have reached the end of their useful life.
++ Up to 85% of an aircraft can be recycled for re-use. Typically, valuable aluminium and other
high-grade materials are able to be re-used in other industries.
DISTANCE TRAVELLED IN
A TYPICAL DAY
»» In ancient times, when walking was the main form of travel, ++ Roughly 5.4 trillion kilometres are flown by passengers every year over 49,871 routes
we rarely travelled more than 20 miles from where we were
worldwide. That’s around 15 billion kilometres every day.
born.
++ Every day nine million passengers travel on 100,000 flights.
»» From 200,000 years ago until 5,000 years ago, the primary
++ Modern jet aircraft fly at 900 kilometres an hour.
form of transport was on foot.
»» 5,000 years ago, the wheel was invented and around 200
years ago the steam engine.
»» The automobile and the car came into being around the turn
of the 20th Century.
BEGINNINGS OF AVIATION
»» In the last hundred years the aircraft has gone from a
plaything of the rich to a necessary part of modern life.
»» Aviation has achieved so much in the last 100 years and will
do so much more in the future.
++ First commercial airline started in 1914.
++ Since then, the industry has served over 65 billion passengers.
++ In the last 45 years, the real cost of air travel has reduced by over 60%, opening up the
possibility of travel to more and more people.
++ We shall continue to drive both economic and social change in the future whilst constantly
improving environmental performance.
++ Air transport is forecast to support a total of 103 million jobs and $5.8 trillion in GDP to the
world economy by 2032.
SCALE OF INDUSTRY TODAY
»» Aviation is a truly global industry, driving economic
development and providing connectivity for millions
worldwide.
++ Aviation supports over 3.4% ($2.4 trillion) of global GDP.
++ The aviation industry, if it was a country, would rank 21st in the world in GDP.
++ The industry supports around 58 million jobs worldwide, making it an essential economic
driver.
++ 100,000 flights and nine million passengers per day.
++ 250,000 people in the air at any one point.
06
INTRODUCTION
FILM BACKGROUND
HOW TO USE FILM
KEY MESSAGES
RESOURCES
TOURISM IN KENYA
»» Aviation helps bring important tourism revenue to
places that were inaccessible previously, helping to build
sustainable economic development.
++ In Kenya, some 589,000 jobs are supported by the tourism industry.
++ Fast, reliable and safe services with greater value are allowing more people to experience the
world and supporting the world’s number one industry — tourism.
++ Aviation has a crucial role to play in the tourism sector. Over 52% of international tourists
now travel by air.
++ In Africa, for example, the jobs of an estimated 2.5 million people directly employed in
tourism are supported by overseas visitors arriving by air, representing 30% of all tourism
jobs in Africa. Overall, air transport supports 35 million jobs within tourism, contributing
around $807 billion a year to world GDP.
TOURISM IN THE
MALDIVES
»» Tourism is the main source of income for the people of the
Maldives.
++ Tourism generates around 95% of the economic activity on these islands and employs over
120,000 people (86% of employment).
++ Maldives is one of the largest users of seaplanes in the world. A fleet of 44 seaplanes perform
100,000 operations a year to 66 ‘airports’ on the 192 coral islands. These connect with the
main airport near the island of Male, where international services connect to the world.
++ Many island states show similar characteristics, relying on aviation-supported tourism for
economic sustainability.
++ Other islands rely on air transport links for lifelines to the outside world.
FLIGHTS TO ANTARCTICA
»» Air transport is a vital lifeline for the scientific community in
Antarctica, helping to bring supplies and people – including
in an emergency.
++ Communities in the northern Artic regions of Russia, Canada and Scandinavia also rely on air
transport to help with day-to-day lives.
++ Small island states.
++ Remote regions of the world.
FLOWERS BEING
AIR FREIGHTED
»» Flowers from over 60 countries are flown into Amsterdam to
be traded.
»» The flower industry is an important source of economic
income in a number of developing and emerging economies.
»» Despite the carbon emissions associated with air
transport, flowers grown in Africa have been found to have
smaller carbon footprints than those grown in European
greenhouses.
++ In Kenya, 90,000 jobs (and 500,000 livelihoods) depend on the cut flower industry, which
supports 1.6% of the national economy, generating around $1 billion in foreign exchange each
year.
++ 75% of the flowers sold in the United States are grown in Colombia, which exported $1.34
billion in cut flowers in 2013 (supporting over 150,000 jobs).
++ Major flower-exporting countries include: Colombia, Ecuador, Ethiopia, Kenya, India, Israel,
South Africa, Australia, Thailand, Malaysia and New Zealand.
++ More efficient growing conditions in Africa and Latin America can often result in a lower
carbon footprint compared to those grown in European greenhouses.
FLYING FISH TO
RESTAURANTS
»» Aviation allows fish to be delivered to restaurants and
grocery shops as fresh as possible, allowing people who live
in inland areas to enjoy seafood as easily as those living by
the coast.
++ Each year, Alaska Air Cargo delivers shipments of Copper River salmon from Alaska to
seafood processors in Seattle and restaurants across the United States. The business is worth
an annual $20 million in direct economic benefits to the Alaskan economy, with a further
$20 million in related economic activity.
BRINGING PEOPLE AND IDEAS
TOGETHER
»» Aviation is a fast, reliable and safe means of bringing people
together who would otherwise be unable to connect in
person.
»» Aviation brings the world’s people and cultures together like
no other form of transport.
++ Many communities in places such as those in northern Russia or Alaska live in areas that
are inaccessible by road. Aviation allows these communities to connect with the rest of the
world.
++ Aviation allows people living on remote islands to travel to other parts of the world without
having to undertake a long trip by sea.
++ Many business and diplomatic relationships are made easier by the ability to travel across the
world and meet partners in person.
++ Major sporting events, such as the World Cup or the Olympics would not be possible without
aviation.
++ Over 1,000 communities in northern Russia are inaccessible by road; the number in Alaska
is more than 200. Throughout Norway, thanks to an extensive network of regional airports
and airline services, 99.5% of the remote population is able to travel to Oslo and back on the
same day; around 400,000 patients are transported annually on scheduled flights between
their homes and hospitals.
(LAS VEGAS AND
DIFFERENT LANGUAGES
AT THE LOUVRE MUSEUM)
07
INTRODUCTION
FILM BACKGROUND
HOW TO USE FILM
KEY MESSAGES
RESOURCES
THE ‘GOLDEN AGE’ OF
AIR TRAVEL IN THE
1950S AND 60S
»» Despite the archival images of luxurious travel, in fact the
service was very much like first or business class offered by
many of today’s airlines.
»» Only the rich could afford to fly.
++ Flying conditions were often a lot worse — weather could impact flying conditions much
more than modern aircraft.
++ Flying was not nearly as safe as it is today, and it took a lot longer.
BORED WITH FLIGHT
»» Whilst most passengers get bored with flying and simply
watch movies, sleep or play games, often they are unaware
of the amazing nature of the activity they are undertaking.
++ Every 60 seconds, the typical jet aircraft flies 15kms and the fan blades in a jet engine will
rotate some 4,000 times.
++ Every flight is an extraordinary undertaking — a coordinated activity involving thousands of
professionals across the world.
++ Never have humans been able to travel so far, in such relative comfort, at such speed and in
such safe conditions.
++ If flying is ‘boring’, it is because we have worked very hard to make it a routine experience —
the safest form of transport today.
GLOBAL FLIGHTS
»» Although aviation has brought the world closer together, it
also has an environmental impact, but it is one the industry
is working hard to address.
++ The aviation industry has committed to ambitious and robust goals to mitigate aviation’s
impact on the environment:
++ The industry has agreed to improve fuel efficiency by 1.5% each year (a target which we
are more than meeting).
++ We will stablise our net CO2 emissions from 2020.
++ We will halve CO2 emissions from aviation (2005 baseline) by 2050.
++ We are investing in developing new technology and sustainable alternative fuels for aircraft,
which will have a far lower carbon intensity over their lifecycles; better operational practices
to reduce emissions; more efficient infrastructure; and are developing a global market-based
measure for aviation with world governments.
++ Check out the ATAG Guide to Communicating Aviation’s Climate Action, available through
Calum Smith at ATAG ([email protected])
SUPPORTING ECONOMIES
AND INTERNATIONAL TRADE
»» Aviation is a vital engine of the global, interconnected,
economy.
»» Air transport is a key component of global supply chains,
particularly for high-value goods.
»» One third of all international trade by value is sent by air —
aviation is a key component of global business.
++ Air transport supports $2.4 trillion in global economic activity.
++ Over 35% of world trade by value is sent by air (compared with 0.5% of exports by volume).
++ www.aviationbenefits.org
PROVIDING JOBS AND
OPPORTUNITIES
»» Aviation provides high-value jobs directly and supports
millions of jobs across the economy.
»» Airports can provide local communities with opportunities
for employment, skills development, and produce.
»» Often, the benefits of aviation go far beyond the airport
fence or those people able to fly.
++ Over 58 million jobs are supported by air transport.
++ www.aviationbenefits.org
SUSTAINING SOCIAL
COHESION AND BENEFITS
»» Modern families are spread around the world, taking
advantage of job opportunities, education and lifestyle.
»» Air travel helps to keep family bonds alive across borders.
»» There are other social benefits which come from travel —
broadening minds and experiences for example.
++ It is estimated that 230 million people around the world do not live in the country in which
they were born.
++ Essay on democratisation of air travel: http://bit.ly/14XHcrj
SUPPORTING TOURISM
DEVELOPMENT AND MOBILITY
»» Aviation plays a vital role in helping to develop tourism.
»» Tourism is playing an increasingly important role in
economies around the world as governments move away
from primary industries.
»» Tourism, when planned and executed carefully, can be a
positive and sustainable source of national income and jobs
with long-term benefits.
++ 51% of international tourists travel to their destination by air.
++ Tourism is expected to support some 347 million jobs and $11 trillion in global GDP by 2024 —
10% of the global workforce.
08
INTRODUCTION
FILM BACKGROUND
HOW TO USE FILM
KEY MESSAGES
RESOURCES
ASSISTING WITH
HUMANITARIAN RESPONSE
»» Air transport often plays a vital role in assisting with the
delivery of aid to areas impacted by both natural and manmade disasters.
PROVIDING MEANS FOR
CULTURAL EXCHANGE
AND PEACE
»» When citizens of countries trade with each other, learn from ++ Any UN conference, ASEAN, APEC, Olympics, Commonwealth Games, World Cup, etc.
each other and visit each other, conflicts can be harder to
++ Essay on aviation and soft power: http://bit.ly/1xLEagL
start.
»» Multilateralism through the United Nation’s other regional
governmental groups (not to mention sporting events), relies
on face-to-face dialogue facilitated by air transport.
KEY FACTS AND FIGURES CAN BE FOUND IN ATAG’S
AVIATION: BENEFITS BEYOND BORDERS REPORT
DOWNLOAD IT FROM WWW.AVIATIONBENEFITS.ORG
++ Haitian earthquake.
++ Philippines Typhoons in 2013 and 2014.
++ Getting aid to conflict zones and evacuating displaced people.
++ Ensuring medical personnel and equipment can reach remote regions affected by war,
famine and outbreaks such as ebola.
++ The United Nations Humanitarian Air Service (UNHAS) flights, coordinated by the United
Nations World Food Programme, serve Central Africa, Yemen and Afghanistan and in 2012
carried 353,000 passengers and nearly two million tonnes of cargo. In 2013, the agency
assisted over 80 million people in 75 countries with food and aid deliveries.
++ Since 1987, cabin crew and airline ground-staff around the world have collected more than
$120 million in unused currency from passengers to support UNICEF’s global Change for
Good programme.
++ Aviation provides support by assisting with the evacuation of victims of conflict while
underpinning democracy and peace. Airports become staging points for rescuers and relief
supplies, cargo deliveries and refugee transfers.
09
INTRODUCTION
Sample tweets
Check out the trailer for this
new film @airplanesmovie:
https://vimeo.com/101896187
#AvGeek
[company name here]
welcomes @airplanesmovie
to [local venue] from [date].
https://vimeo.com/101896187
How has aviation changed the
world? Join us on an incredible
journey in @airplanesmovie:
https://vimeo.com/101896187
#aviationbenefits
Harrison Ford (Chief
#AvGeek!) narrates this great
documentary looking at the
everyday wonder that is flight:
http://www.airplanesmovie.
com
Also, watch for tweets from
@enviroaero and our industry
associations (@IATA, @ACIWorld,
@CANSOnews) and use the
hashtag #aviationbenefits
FILM BACKGROUND
HOW TO USE FILM
KEY MESSAGES
PROMOTING THE FILM
The producers and National Geographic have worked together to develop a suite of resources that can help you
promote the film when it comes to your local museum or science centre.
SOCIAL MEDIA
The film has some great content that can be used on your social media channels.
++ Use your Facebook and LinkedIn communities to outline the ways aviation has helped change the lives of people at
your home airport, or in destinations around the world.
++ Feel free to link to the www.aviationbenefits.org resource for case studies, news and background about how the
industry helps the global economy and what we are doing to reduce our environmental footprint.
++ On Twitter, when the film is set to open in your area, send information about the film to your followers and use
the #aviationbenefits hashtag. Some ideas appear on the left.
»» There are a range of different multimedia elements available, including the documentary poster (right), stills
from the film, social media images, advertisement and the trailer. To get access to the National Geographic
multimedia resource centre, email the contacts listed on page 4 of this document.
»» www.twitter.com/airplanesmovie
»» www.airplanesmovie.com
PASSENGER COMMUNICATIONS
National Geographic can make available material to use for:
++ Articles in in-flight or airport magazines.
++ In-flight video teasers.
++ Adverts in in-flight magazines.
INTERNAL COMMUNICATIONS
Don’t forget your employees (and other on-airport staff ) — they are often great ambassadors for the industry.
++ Organise special screenings or tickets for staff.
++ Use the material in employee newsletters.
++ Engage staff on intranets to share their thoughts on the role they play in connecting the world.
RESOURCES
10
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AIR TRANSPORT ACTION GROUP © 2015