On branding, emotion, and composition
A decade ago Air Canada licensed Celine Dion's song "You and I" for their ads and for the boarding and deplaning (deboarding?) music. It has a soaring quality with the crescendo "you and I were meant to fly". She recorded a French version specifically so Air Canada could run it bilingually (as an officially bilingual airline). And of course she is Canadian. It not only worked really well but was such a great full integration.
Lufthansa (https://youtu.be/DTFIuWfXTs8) and Singapore (https://youtu.be/J-R7y-WhF-o)both have bangers, but for my money: ETHIAD- https://youtu.be/G71kaqooAbk