DOHA: Gulf carrier Qatar Airways has come up with its inaugural FIFA World Cup campaign which is “fun-filled and upbeat”.
The airline has roped in American singing star Nicole Scherzinger for the campaign, as a part of an anthem “that is set to capture the hearts of fans around the world” as the World Cup is now less than a month away.
“There’s nothing quite like the World Cup on the horizon to put a spring in everybody’s step. This sense of fun and anticipation is perfectly captured in Qatar Airways’ first World Cup campaign, which features a re-recording of the classic song ‘Dancing in the Streets’ with Nicole Scherzinger – best known as judge on both the UK and US’s X-Factor. The result is an upbeat and infectiously fun-filled ‘musical’ style TV commercial.”
Qatar Airways Group chief executive Akbar al-Baker said: “Our latest commercial expresses our excitement in being part of the 2018 FIFA World Cup Russia, one of the most anticipated events on the global sports calendar. And we are delighted to have partnered with the extremely talented Nicole Scherzinger on this commercial. Nicole’s voice truly conveys the excitement we all feel in the run-up to the FIFA 2018 World Cup Russia, and captures our own enthusiasm about sports, as well as the power of an event like this in bringing people together.”
Scherzinger also commented on the development: “Music is a force for good.”
“Historically, it is one of the most powerful forces for uniting humans because it transcends language barriers. This particular song that we’re working on is so powerful and it has a strong message – it celebrates and unites.”
In May 2017, Qatar Airways was announced as the official partner and airline of all FIFA events till 2022. This partnership allows the airline to have extensive marketing and branding rights at the 2018 FIFA World Cup Russia and the 2022 World Cup Qatar, which is expected to have a reach of 2 billion people per tournament. Their agreement reportedly culminated into one of the biggest sponsorship deals in sporting history.
