SAS Ads Embrace the Scandinavian Languages

LYNDHURST, N.J.--(BUSINESS WIRE)--Båttre.

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Scandinavian Airlines (SAS) has launched a new print advertising campaign in the U.S. that takes ownership of the three Scandinavian languages -- Danish, Norwegian and Swedish -- as well as Finnish.

The key to the advertising, created by Stockholm-based advertising agency SWE, was to produce a concept that works in different cultures and different media, and clearly highlights Scandinavian uniqueness and Scandinavian design.

The ads will appear starting today in newspapers in the main SAS markets in the U.S.: New York, Chicago, Seattle and Washington, D.C., with radio spots in New York as well.

"The Scandinavian languages are unique, and we have chosen to communicate words with letters such as å, ä, æ and ø, which can only be found in our languages," said Jørgen Holme, Director Marketing, The Americas, Scandinavian Airlines (SAS). "By doing so we have created eye-catching ads that truly stands out and creates an interest, as well as an obvious link to Scandinavia and SAS.

"Our new ads have a clean design, which is very Scandinavian in itself, and in combination with using a Scandinavian word and an image of our aircraft it is clear that we are an airline communicating our heritage and our extensive route network in Scandinavia and Northern Europe," Holme said.

The new ads also have been launched in Europe and in six Asia-Pacific countries.

SAS operates non-stop service from New York (Newark), Chicago, Seattle and Washington, D.C. to Copenhagen, and non-stop to Stockholm from Newark and Chicago. From its hubs at Copenhagen and Stockholm, SAS serves cities in Denmark, Norway, Sweden, Finland, and throughout Europe, plus Dubai, Bangkok, Beijing and Tokyo.

To download the SAS press kit, high-resolution images and for the latest SAS news releases, please visit www.flysas.com/media