Giving him the opportunity to suck is probably your best strategy. If you cannot nurse him than pump a bottle to give him during take-off and landing. A pacifier may help but I know our son didn't really take to a pacifier except when he was teething.
Also try to get a window seat so you can greatly reduce the distractions around him. Our son loves looking out the window.
This is the hardest part...remember that your baby "feeds" off of your energy - - - if you are stressed, he will be stressed. If you can find calm-energy to project he will positively feed off of that as well. Easier said than done as in the mmoment it is extremely hard to find your calm place but if the pay-off is a happier baby it will be well worth the effort!!!
Travel with an infant can be insane and doing it on your own even more so. Good luck and don't worry too much about the other passengers they feel bad for you and know that you are doing everything you can to calm your little one.
All the best!
- J. :)