Last week I had boarded a flight at LHR and the crew were just starting their safety briefing when everyone's phones went off with that wildfires 'emergency' alert message.
I was unimpressed with the message, along with the (non-UK) crew.
My completely unsubstantiated impression is that it was the govt putting out a feeler on whether it should use the alert system more frequently (and afaik it was relatively unpopular)
I was unimpressed with the message, along with the (non-UK) crew.