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SAS launches new marketing campaign

Scandinavia Starts at Takeoff is a series of four new films where employees say what they love most about Scandinavia.

SAS hopes that a new marketing campaign, Scandinavia Starts at Takeoff, and its four short films will inspire travellers from around the world to visit the Nordic countries.

In the films, the airline’s employees share what they love most about Scandinavia.

The new campaign launches this week, running in various channels in global markets beyond 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,” explains Annelie Nässén, the carrier’s executive vice president for sales and marketing.

“This is to emphasise 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.”

Marketing review
Last year, SAS decided to review its communication messaging towards potential international visitors thinking of coming to Denmark, Norway or Sweden.

Based on market research and data, the most attractive elements of Scandinavia and the most popular reasons to visit from Europe, Asia and the US were identified.

To launch the concept, based on an open casting call, thousands of employees were asked to submit takes and three staff members were chosen.

They were then filmed describing their thoughts about what they love most about the Nordic region. The campaign’s films can be found here.

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