SAS makes its Scandinavian roots the centre of its brand

“Scandinavian as Standard” uses regional identity as a promise to travellers

SAS launched its new brand platform on 28 September 2026, marking the airline’s 80th anniversary. “Scandinavian as Standard” puts trust, openness and collaboration at the centre of its message.

Developed with Ogilvy, the campaign runs across television, digital channels and outdoor advertising. The platform will guide customer communication in Scandinavia and internationally.

A communications angle for tour operators

The campaign offers a useful example of linking a travel brand to the qualities associated with a region. For operators selling Scandinavian trips, the question is which qualities their own products can demonstrate.

Clear journey information, reliable local support and well-explained services are practical places to start. A regional promise is more persuasive when customers can see how it applies to their trip.

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