SAS has launched a new brand platform and tagline, Scandinavian as Standard, as the airline marks its 80th anniversary. The campaign is designed to shape how SAS communicates with customers in Scandinavia and international markets, while underscoring its role connecting the region with the world.
The platform draws on the idea that the world needs more Scandinavia and highlights values SAS associates with the region, including trust, collaboration, innovation and openness. Johanna Gustafsson, SAS head of brand, linked the campaign to the view that qualities regarded as ordinary in Scandinavia are often seen as exceptional elsewhere.
Developed with Ogilvy, the campaign was set to roll out across television, online video, digital display, outdoor advertising and social media. SAS framed the initiative as part of its identity as a carrier that carries Scandinavian ideas outward while bringing people, cultures and opportunities closer to the region. The airline’s anniversary year has also been marked by other heritage-focused initiatives, including commemorations of its first intercontinental route to New York.