New Identity for SAS by Bold Scandinavia

Established in 1946, SAS (originally an acronym for Scandinavian Airlines System) is the flag carrier of Sweden, Norway and Denmark, making it the largest airline in Scandinavia. With a fleet of more than 160, SAS travels to 119 destinations in Europe, the U.S., and Asia, carrying over 28 million passengers last year. Over the course of this year, SAS has been rolling out a new identity — logo remains the same-ish — designed by Scandinavian firm Bold. Based on data collected by what drives sales we identified and focused on a new target group, the Scandinavian frequent travelers. Meaning those who travel 5+ times per year. This group represent only 12% of the market, but are responsible for a staggering 70% of the airline’s overall revenue. To increase willingness to pay