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New SAS concept sees travelling as a way of life

"We Are Travelers" is a long-term concept that reflects the fact that SAS is the obvious choice for frequent travelers in Scandinavia.

The launch of SAS‘s new marketing concept is titled “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.

SAS’s 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.

Theodore Koumelis
Co-Founder & Managing Director - Travel Media Applications | Website

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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