SAS love traveling just as much as their passengers. That's why they have brought Scandinavia to the world and back for more than 75 years. Every day, they see how journeys have the power to give travelers new perspectives, new experiences, and lifelong memories. And even if a plane has a well-known destination, the reasons for going are just as many as the passengers boarding the plane. Whether you're going away, going home, reuniting with friends or getting some quality time with your family, SAS understand how much the trip matters to you.

This is something we highlighted when creating SAS new brand concept "Journeys That Matter". A long-term concept that was launched in an integrated campaign where we get to follow all kind of journeys that matters to people.

In developing the concept, we also created a new below-the-line communication to increase short-term sales. SAS also got an updated visual identity that was created by the NoA design agency Bold.