cebu pacific’s flight attendants – entertainers or safety professionals?
this video as of this writing as gotten 6 million hits at youtube which makes it a viral success. from a marketing standpoint, that is a good thing. althought cebu pacific had no hand in posting it at youtube, a passenger did, it can still do something in advertising to exploit its success (read more here: http://the-wawam-file.blogspot.com/2010/10/cebu-pacifics-dancing-flight-stewardess.html).
over and above the marketing opportunity, there are other questions that need to be answered. one question is – what does the dancing do to the profession called flight stewardess?
PAL’s labor union for flight attendants disagrees with this video as they say it evokes the negative stereotypes FAs have. this one according to them is inconsistent with the FAs key role in the flight as the “safety professional”. after seeing your FA do this dance, will you be able to take the same flight attendant seriously when she asks you to take a seat, brace and prepare for a crash landing?
what the dancing does is that it adds a third function to the duties of flight attendants – they are already the safety professional and the waitress, this one adds a third, the entertainer.
to be fair, cebu pacific flight attendants from the very start has done some form of entertainment. when cebu pacific was launched, they were the emcees in the parlor games that they conducted among passengers at the start of the flight. we have not witnessed it our self but we have heard there was a time when they even had some kind of a karaoke show as well.
it was shocking that the flight attendant conducts these parlor games during the flight. we really felt embarrassed for the flight attendants. we thought it cheapened the image of the flight attendant. it did not help that the uniforms they wore wore were a far cry from the ones other flight attendants wore. the uniforms cebu pacific flight attendants wore id look cheap – cotton t-shirt and pants, something you expect ordinary people wore on a daily basis at home. it was the exact opposite of what we expect flight attendants to be – smart, beautiful and aspirational.
this dancing adds a very different element to the image of the cebu pacific flight attendant. we are wondering what is next for cebu flight attendants? will there be a new choreography much like the girls we used to see at wowowee that is supposed to be entertainment?