Hello “Journeys That Matter” bye “We are Travelers”
Sep 21, 2022, 6:09 am
#1
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Hello “Journeys That Matter” bye “We are Travelers”
So now SAS' focus market is leisure?? Isn't Norse/Norwegian & co beating their pants off in that segment?
The new communication concept is based on a new brand platform, which is being launched alongside an updated identity.
“We are Travelers” was introduced eight years ago and has proved to be extremely successful. A changed world has led to new travel patterns, which have seen the target group grow from primarily consisting of business travelers to include the expanding leisure market. The new communication concept speaks to this new, wider target group.
“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,” says Karin Nyman, Director of Communications at SAS.
Together with the brand and design agency Bold, SAS has revised and updated its visual identity. The distinct core has been retained, and new warm and personal elements have been added. People are given a more prominent place in in the new image style.
SAS has worked with Ĺkestam Holst, Bold and The North Alliance since 2013.
“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,” says Jenny Kaiser, CEO of Ĺkestam Holst NoA.
“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,” says Oskar Lübeck, founder and Chief Creative Officer at Bold.
SAS LAUNCHES NEW COMMUNICATION CONCEPT
September 19, 2022 15:35 “Journeys That Matter” is the name of SAS’ new communication concept, which is launched through a new advertising campaign today. The campaign highlights the importance of traveling and represents SAS’ first brand campaign since 2020.The new communication concept is based on a new brand platform, which is being launched alongside an updated identity.
“We are Travelers” was introduced eight years ago and has proved to be extremely successful. A changed world has led to new travel patterns, which have seen the target group grow from primarily consisting of business travelers to include the expanding leisure market. The new communication concept speaks to this new, wider target group.
“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,” says Karin Nyman, Director of Communications at SAS.
Together with the brand and design agency Bold, SAS has revised and updated its visual identity. The distinct core has been retained, and new warm and personal elements have been added. People are given a more prominent place in in the new image style.
SAS has worked with Ĺkestam Holst, Bold and The North Alliance since 2013.
“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,” says Jenny Kaiser, CEO of Ĺkestam Holst NoA.
“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,” says Oskar Lübeck, founder and Chief Creative Officer at Bold.
Sep 21, 2022, 6:13 am
#2
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The ad is even absurder... except for the elderly couple at the beach I don't think SAS flies to any of the featured locations:
Sep 21, 2022, 7:35 am
#3
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Maybe they can get to all those places by flying with SAS points and then making their way by ground transport means. 
SAS as the “businessman’s airline” isn’t just that? Well, maybe it is more on Tuesday to Thursday than on the other days.
SAS as the “businessman’s airline” isn’t just that? Well, maybe it is more on Tuesday to Thursday than on the other days.
Sep 21, 2022, 5:35 pm
#5
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It is probably the market you want to target with advertising at the moment, as you need to get people out of their homes and in to the planes again. And also in to your planes. Business travel is not really sparked by campaigns anyway, and it is not like SK has super glamourous cabins to do SQ/QR style premium class advertising. So it kind of makes sense.
But if I look at what comes in my inbox these days from QR, SQ, JL, NH it is basically all leisure oriented. It is around exciting trips and destinations.
We can then discuss if SK has the pricing, the product, and the routes to be efficient in this segment, but they actually don't need to have it, they just need to convince people that they do have it. That's what marketing is for....
Sep 25, 2022, 2:47 am
#6
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Its odd as I spend zero time flying to leisure or tropical destinations. The people around me might do that once a year. SK would stand a lot more to benefit from capturing all my non-SK flying though that would require more than marketing.
Sep 25, 2022, 6:41 am
#7
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The business segment is almost gone. Mr's current employer states very clearly in their travel policy that they have to pick the cheapest flight, and he can't chip in the difference to take a different airline. I guess there's some point in SAS targeting leisure travellers, but the problem is can they compete with LCC? Especially when LCCs do have staff at outstations to take care of IRROPs, and why would anyone pay extra to choose SAS?
That explains the gate agent at HKG told me that there are often more elites than nobodies between CPH and HKG.
That explains the gate agent at HKG told me that there are often more elites than nobodies between CPH and HKG.
Sep 26, 2022, 9:23 am
#8
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I stayed in a nice hotel near the airport on the stopover and the taxi to and from.
Always follow the rules.
Sep 27, 2022, 4:56 am
#9
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You can do that if you are a consultant, the problem is that Mr is just a regular employee, so if it takes him 19h from ARN to BCN it means time away from me and the kids.
Oh the corporate travel policy also stated very clearly that no taxi, with the exception that you can take a taxi to the nearest train station in DK, when abroad where the cost is lower they are allowed to take a taxi.
It's 7 pages long with rules with details and examples.
Sep 27, 2022, 5:04 am
#10
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You can do that if you are a consultant, the problem is that Mr is just a regular employee, so if it takes him 19h from ARN to BCN it means time away from me and the kids.
Oh the corporate travel policy also stated very clearly that no taxi, with the exception that you can take a taxi to the nearest train station in DK, when abroad where the cost is lower they are allowed to take a taxi.
It's 7 pages long with rules with details and examples.
Sep 27, 2022, 10:28 am
#11
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Someone should really tell the marketing department that they have a new slogan - see the end of today's Senaste nytt frĺn SAS inför hösten email (SE).
"Senaste nytt frĺn SAS inför hösten" email 27 September 2022
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"Senaste nytt frĺn SAS inför hösten" email 27 September 2022
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Sep 27, 2022, 10:34 am
#12
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The only time he was able to fly J was in his first job with a Styrelse, it was so awesome that he was able to break that ticket into 2 and I was able to go for free (once to LA and once to Melbourne). They changed to only Y just before he moved to private sector and it was around 2000.
One Telco he worked for refused to let people fly SK, so everything was DY, however they were initially given fast track at CPH but they stopped that after a while. Mr said bigger companies are usually more stingy about travel.
Sep 27, 2022, 12:57 pm
#13
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You can do that if you are a consultant, the problem is that Mr is just a regular employee, so if it takes him 19h from ARN to BCN it means time away from me and the kids.
Oh the corporate travel policy also stated very clearly that no taxi, with the exception that you can take a taxi to the nearest train station in DK, when abroad where the cost is lower they are allowed to take a taxi.
It's 7 pages long with rules with details and examples.
Always follow the rules, always. It does not matter how stupid they are follow the rules.
Sep 27, 2022, 4:26 pm
#14
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I am not a consultant and I have also wife and kids in Sweden. I dont know if it would work with your company but it certainly did with ours. 19 hours from ARN to Barcelona concentrated minds enough to make it obvious that this kind of travel policy was not in anybody best interests.
Always follow the rules, always. It does not matter how stupid they are follow the rules.
Always follow the rules, always. It does not matter how stupid they are follow the rules.
Sep 28, 2022, 1:51 am
#15
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Some companies have the "lowest cost logical connection" rules. Meaning a 19 hour intra Europe flight would not be forced. But could possibly be selected. Concur (as much as I hate the bloody thing) can be configured exclude unusual connections like that. But it would all be based on how management decides to punish the travelling staff....
While I dont know Nacho situation I suggest that perhaps sometimes you have to play the companies at their own games although it can also be a case of "pick your battles"