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  • Joe Breitfeller

SAS Launches New ‘Journeys That Matter’ Advertising Campaign

SAS has today unveiled their first new advertising campaign since 2020, which is called ‘Journeys That Matter.’ Together with the brand and design agency Bold, SAS has also revised and updated their visual identity with new, warm and personal elements.


SAS Airbus A321neo - Courtesy Airbus

On Monday (September 19, 2022), SAS unveiled their first new advertising campaign since 2020. The new communication concept is called ‘Journeys That Matter’ and targets a wider audience than previous campaigns, including both business and leisure travelers. Together with the brand and design agency Bold, SAS has also updated the company’s visual identity with the addition of new, warm and personal elements, while retaining the brand’s distinct core. Since 2013, SAS has collaborated with Åkestam Holst, Bold and The North Alliance for their brand identity and advertising campaigns.


In Monday’s announcement, SAS’ Director of Communications, Karin Nyman, said,


“Traveling gives us new perspectives, experiences and lifelong memories. The reasons why people travel are as diverse as the passengers who board each and every aircraft. Here at SAS, we know how important each journey is for our individual customers. That is why our employees do their very best to ensure that every aspect of the customer journey is as good as it possibly can be. Aviation plays a vital role for both individuals and society at large; something that we want to emphasize.”


Also commenting on the collaboration, Åkestam Holst NoA’s CEO, Jenny Kaiser, said,


“It is a privilege to be part of SAS’ continued journey and yet again revitalize one of Scandinavia’s most iconic brands. SAS is The North Alliance’s founding client and we have been working together for many years to create exponential value for both the brand and the company, with the concept and identity demonstrably playing a vital role. It is now time to repeat the process, although both market and the outside world have changed.”


Bold’s Founder and Chief Creative Officer, Oskar Lübeck, added,


“Our goal has been to create a strong emotional bond between SAS and its travelers, and an identity which with strong recognition signals quality, care and warmth. In addition to visual components such as a new, specially developed font, colors, images, and layout system, we have also developed new concepts for motion and sound. We are extremely proud of our almost ten-year partnership with SAS and the fact that we have once again been entrusted with renewing their brand.”


SAS' New Advertising Campaign, 'Journeys That Matter' - Courtesy SAS


SAS is the leading airline in Scandinavia, normally carrying over 30 million passengers annually from its main hubs in Copenhagen, Oslo and Stockholm to 125 destinations in Europe, the US and Asia (pre-pandemic figures). The company has targeted a reduction in carbon emissions by 25 percent by 2025, compared to 2005 levels, and hopes to transition to 100% biofuel for domestic flights by 2030. SAS also offers ground handling services, technical maintenance and cargo services. The carrier is a founding member of the Star Alliance, which is celebrating their 25th anniversary in 2022.



Source: SAS / Cision