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SAS kills Scanorama in new marketing strategy


SAS launches digitally inspired “editorial concept”

SAS is saying goodbye to on-board magazine Scanorama and is instead launching a “new editorial concept” called Scandinavian Traveler. SAS says this is the first part of a strategy that will see greater emphasis on the airline’s own channels, in particular the digital ones.

The new brand Scandinavian Traveler is being rolled out in November and consists of a new on-board magazine, website, web TV, social media content and newsletters. SAS says it will provide broader content that “builds on the varied interests of SAS passengers”.

Stefan Hedelius, vice president brand and marketing at SAS: “We get over 100 million hits on our website every year and every day 80,000 people travel with us. We want to offer them high-quality content that inspires and informs, through the channels that are most suitable at the time, both before, during and after their trip.”

When SAS decided to refresh the content in its own channels, it needed an agency that could take editorial communication to another level. It picked OTW Communication, which has developed a strategy with a digital focus in line with the new We Are Travelers marketing strategy revealed earlier this week.

The airline said: “Scandinavian Traveler will be a key part of SAS’s focus on content in its own channels and the aim is to create reading material and movies that reach a wide audience.”

TTG Nordic

[photo courtesy SAS]


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