Qatar Airways has launched a promotional advertisement campaign in partnership with FIFA. The campaign will bring attention to the airline and this year's World Cup. The airline hopes to excite fans around the globe with its innovative advertising strategy. Its campaign consists of three parts: a TV advertisement geared to generating fan excitement worldwide, a futuristic tour bus that will travel Europe, and a virtual in-flight experience in the airline's business class.

The campaign will be accompanied by the infamous song "We Will Rock You" by Queen. The airline has chosen to use this song as it is commonly played at sporting events worldwide. The message it wishes to convey through this campaign is that soccer is a universal language that everyone can enjoy. It hopes this will boost global viewership of the World Cup Qatar 2022. This will be the first World Cup ever held in the Middle East.

The tournament will be held in eight enormous stadiums across Qatar, all of which are inspired by Arabic culture. The airline's CEO, Akbar Al Baker, has shared his excitement for the World Cup, commenting, "Our latest commercial expresses our anticipation and excitement for the FIFA World Cup Qatar 2022TM, and captures our own enthusiasm about sports. We are fully geared up to fly in global fans to witness the greatest sporting show on Earth. Whether through travel, sport, music or innovation, we are dedicated to connecting fans and uniting the world in Qatar for what will be a truly unforgettable experience."

The first of the three advertisement tactics that the airline plans to use will be through TV campaigns. These advertisements will be broadcasted far beyond Qatar, reaching TV networks and subscription services around the globe. It will also make use of internet advertising. It hopes these commercials will excite soccer fans in every nation by highlighting the journey to the World cup.

The second phase of the marketing offensive is a bus that will travel between 13 European cities. The transcontinental tour, known as the Journey Tour, recently began in the UK 100 days before the tournament kicks off. The tour will promote the tournament in multiple ways, the most significant being an innovative interactive experience with Sama, the world's first meta-human cabin crew. The airline hopes that displaying this new, innovative technology will draw potential customers to its ticket counters while encouraging them to watch the World Cup and bring attention back to itself and its home nation.

The third tactic that it will utilize is the unforgettable virtual in-flight experience. Through the airline's website, fans can travel in the airline's premier business class cabin virtually. During the experience, they can play an inflight game, allowing them to win a travel package to the infamous tournament. This package will include flights, match tickets, and all necessary accommodations. It will also be attainable for fans who visit the Journey Tour bus.