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October 16, 2019 11:30

The SAS campaign ‘The Arrivals’, produced in close collaboration with & Co./NoA, has been awarded three Effie Awards Europe, which pay tribute to the most effective marketing initiatives in Europe.

‘The Arrivals’, which has attracted much attention since its launch last October, has garnered almost 40 million views on Facebook, and is now included on the official list of Europe’s most effective marketing campaigns.

At the Effie Awards Europe awards ceremony in Brussels, the campaign won in no fewer than three categories: Best demonstration of Integrated Effectiveness, Small Budget and Travel & Tourism.    

“The campaign shows how travel change us and our view of the world. One of the places where these feelings and new perspectives are seen is in the arrivals hall. It’s an almost magical place. ‘The Arrivals’ has aired in Scandinavia, Europe and the USA, and has topped campaign likes, measured for SAS, since the universe of We Are Travelers was launched,” says Martin Adonis, Marketing Manager, SAS.

The campaign was realized in close cooperation with the agency & Co./NoA, who were the creative engine behind the concept and tagline: “Going places takes us places”. It is the seventh film in SAS’ brand universe We Are Travelers.

The film was shot over four days in the arrivals hall at Copenhagen Airport from three specially built towers, making it possible to capture the very seconds of that quite special moment when passengers arrive.  

Photos and more information about the campaign can be seen at


Effie Awards Europe 

The Effie Awards has been rewarding the most effective marketing campaigns in Europe since 1996 and are given to campaigns that have achieved success through measurable, effective communication on two or more European markets.  

The Effie Awards are organized by EACA (the European Association of Communications Agencies) and all cases nominated are scrupulously judged by an international jury, made up of leading professionals.   

This year saw the 23rd Effie Awards Europe and a list of all winners can be seen here.

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