SAS has launched “Scandinavian as Standard”, a new brand platform and tagline that places its regional identity at the centre of its communications as the airline marks its 80th anniversary.
Developed with advertising agency Ogilvy, the campaign debuted on 28 September across television, online video, digital display, outdoor advertising and social media.
Scandinavian Values Shape the Campaign
The platform draws on qualities SAS associates with Scandinavia, including trust, collaboration, curiosity, innovation and openness.
Its central idea is that aspects of Scandinavian life admired internationally are often regarded as ordinary within the region. The campaign will explore that contrast through stories and everyday situations.
Johanna Gustafsson, Head of Brand at SAS, said the approach reflects values that have shaped both the airline and Scandinavia over generations.
A New Foundation for Customer Communications
“Scandinavian as Standard” will guide how SAS communicates with customers in its home markets and internationally.
The airline is positioning itself as a link between Scandinavia and the wider world, bringing visitors and ideas into the region while sharing its culture and perspectives abroad.
Paul Verhagen, Executive Vice President and Chief Commercial Officer at SAS, said the platform builds on the company’s belief that Scandinavian ideas are worth sharing, alongside the region’s longstanding interest in learning from other cultures.
The launch focuses on brand identity and advertising; SAS did not announce changes to routes, fares or onboard services as part of the campaign.
