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New SAS concept sees travelling as a way of life

September 29, 2014 08:00

Today sees the launch of SAS’s new marketing concept “We Are Travelers”. This concept reinforces the idea of travel as part of our way of life and it also celebrates the joy and anticipation we feel before a flight.

“Travel is a way of life for many Scandinavians; we love to travel and we do it a lot. It is an important part of who we are. Here at SAS, we are very familiar with this lifestyle, because it is our way of life too,” says Stefan Hedelius, Vice President Brand & Marketing at SAS.

“We Are Travelers” is a long-term concept that reflects the fact that SAS is the obvious choice for frequent travelers in Scandinavia. The concept is based on a deep understanding of the positive emotions associated with flying and how we at SAS can enhance the joy of travel, as well as the fact that people who travel a lot have a greater need for smooth and efficient travel.

“Even those who travel frequently see flying as being so much more than just transportation. It is about taking a break from everyday life and about the anticipation of going somewhere, whether you are travelling on business or looking for new experiences on vacation. We travel to be part of the wider world, to feel important and needed, and to grow as human beings,” says Stefan Hedelius.

The insight into our way of life and the emotions attached to travel is the result of our extensive long-term efforts to listen to our frequent travelers in focus groups and through broader customer surveys. We want to make life easier for frequent travelers in Scandinavia and the best way to do that is by listening to them.

Initial campaign presents travel profiles – of customers and employees

Using portraits of real customers and employees, SAS wants to show that there are many different kinds of travelers, but they all have something in common – they love to travel and they do so often.

Our new concept is being launched through a campaign – via SAS’s own channels, on TV, in print, online and outdoor advertising – in Sweden, Norway and Denmark. The campaign starts with an emotional film that pays tribute to aviation and all of us who love to travel. During the fall, SAS will be releasing several shorter films featuring SAS crew and customers, all chosen because they love to travel, they travel a lot and because they are interesting people.

Campaign profiles:

  • Lou Brundin, Professor/Specialist doctor, Karolinska Institutet, SE
  • Peter Amby, Gallerist, Last Resort Gallery, DK
  • Kjetil Trædahl Torhsen, Founder of Snøhetta, NO
  • Tiril Sjåstad Christiansen, Freestyle skier, NO
  • Jesper Kouthoofd, Founder of ACNE and Teenage Engineering, SE

SAS Crew:

  • Camilla Mørkholm Bjerke, Captain, NO
  • Stefan Jacobsson, Pilot, SE
  • Karianne Hassel, Air purser, NO
  • Anna Sofie Larsson, Air hostess, DK
  • Alexander Sveen, Air host, NO
  • Sofie Asp, Air hostess, SE

The concept has been developed in collaboration with:

Åkestam Holst, Bacon, &Co, Los & Co, Rippler Communications, OTW, Mindshare, MediaCom, Tre Kronor and Bold.

Watch films and images on

For further information, please contact:

SAS press office, tel +46 8 797 29 44

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