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It's a sign of the times that the media is often told about a new in-flight safety video before it appears in cabins for passengers.
Airlines realise these days that, alongside obviously being important safety messages for passengers ahead of take-off, in-flight videos have a certain viral value in the online world.
Step forward IcelandAir, which is hoping to follow in the footsteps of carriers such as Air New Zealand with a slightly unconventional take on the in-flight safety video.
Whilst ANZ focused on the delights of Middle Earth, conveniently timed to coincide with the release of the The Hobbit movie, IcelandAir is showcasing many of the natural features dotted around the volcanic island.
To demonstrate such critical items as the brace position and evacuation of the aircraft, the clip's creators have used basic but clever use of cartoon animation alongside the passenger at various, visually stunning spots in the country.
Whether the clip will attract as many eyeballs as it's ANZ counterpart remains to be seen (it's not promoting a blockbuster movie and winning all the associated web traffic that goes along with that for a start), but it does a fine job of showing off the country.
Local tourism bosses will no doubt be pleased.
Here is the clip, released today on YouTube: