Visitors to Heathrow's Terminal 5 were greeted with a multi-faceted stunt, the centrepiece being a group of baggage handlers – trained by a Strictly Come Dancing choreographer – performing a routine to Queen's I Want to Break Free.
The performance was to celebrate the birthday of Queen's former lead singer Freddie Mercury, who worked as a baggage handler at the airport before he became famous, as well as to highlight the release of upcoming biopic, Bohemian Rhapsody.
In addition, British Airways was inviting any customer (along with travelling companions) departing from T5 today who is called Freddie, Frederick or the legend’s real name, Farrokh, to use British Airways’ First lounge, accessed through the exclusive First Wing.
Airport staff also had fun with arrivals board in the terminal as part of the campaign:
Heathrow baggage service manager Virinder Bansal said: "Freddie Mercury was a truly British icon and I am delighted to ‘break free’ and celebrate his iconic life with my colleagues. We hope passengers at Terminal 5 enjoy our surprising and unique welcome to the UK, before we return to work. After all, The Show Must Go On".
The campaign will help raise awareness for Queen’s charity The Mercury Phoenix Trust. Bohemian Rhapsody is released at UK cinemas on 24 October from Twentieth Century Fox.