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How Freddy Mercury Influenced Emirates’ Latest Global Campaign

  • Airlines
  • 2 min read

Emirates has launched a new $15 million global campaign, A World of Good Times, to promote its in-flight experience and inspire travel to Dubai.

The soundtrack for the new ad is Don’t Stop Me Now by Queen. Emirates selected this song because it is the most uplifting tune in the past 50 years, according to science.


Boutros Boutros, Emirates’ Divisional Senior Vice President for Corporate Communications, Marketing and Brand, said: “Emirates and Dubai have always been inextricably linked. Each day, Emirates operates more than 500 flights that connect Dubai to the world, and the world through Dubai.  Since day one, Emirates has proudly and actively promoted our hub. Dubai offers a great experience at our world-class airport, and the city has become a top global destination because it continually invests to bring new attractions and supporting infrastructure for international visitors.”

He added: “At Emirates we believe that people, regardless of their backgrounds, have a strong desire to travel and experience the world for themselves. They want to be inspired, to discover, and to have fun. That is why we chose to use the Queen soundtrack, and a creative approach that was uplifting and energetic, to remind people of the excitement of travel.”

Sounds good to me!

The campaign was conceptualized and scripted in-house. It was filmed by award-winning director Vaughan Arnell using “no-cuts” continuous camera transitions. These were supported by CGI work by MPC in London, the studio which produced special effects for the Jungle Book.

It launched on 15 October in key markets around the world.

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