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SAS launches new campaign – Scandinavia Starts at Takeoff

February 27, 2019 13:00

The new SAS campaign “Scandinavia Starts at Takeoff” is inspiring travelers from around the world to visit Scandinavia. Across four short films employees of SAS share what they love most about Scandinavia.

“Scandinavia Starts at Takeoff” is the name and concept behind the new SAS campaign launched on Mon 25th February 2019. The campaign will run in various channels in global markets outside of Scandinavia, to encourage international visitors to experience Scandinavia with SAS.

”In this campaign our colleagues are our strongest asset, sharing with the world what they appreciate most about their home countries. This is to emphasize the message that we would like SAS to be the natural choice for visitors when travelling to Scandinavia and that the Scandinavian experience starts already at takeoff, ” says Annelie Nässén, SAS Executive Vice President Sales & Marketing.

Last year, SAS decided to review its communication messaging towards potential international visitors to Denmark, Norway and/or Sweden. Based on market research and data, the most attractive elements of Scandinavia and the most popular reasons to visit the region from Europe, Asia and the US were identified. From this research “Scandinavia Starts AT Takeoff” is being introduced in SAS’ communication outside of Scandinavia.

To launch the concept, based on an open casting call, thousands of employees were asked to submit, and three SAS employees were chosen. They were filmed, describing their thoughts of what they love most about Scandinavia, to inspire newcomers or repeat visitors to the region.

SAS flies with a modern fleet to Scandinavia that allows for a transition to more sustainable travel and intends to reduce emissions by 25% by 2030. SAS also chooses to compensate for CO2 for all travelers who enter a EuroBonus number in connection with their booking.

The campaign’s films can be found here:


Individual – Mikhael:

Individual – Cecilie:

Individual – Sarah:

For more information, please contact:  
SAS pressoffice, phn +46 8 797 2944

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