SAS Launches New Brand Campaign Celebrating Scandinavian Excellence in Business Travel

SAS Scandinavian Airlines has launched a new brand campaign under the slogan “We’re proud to serve the toughest crowd.”

For UK-based business travellers, this development is noteworthy because it signals SAS’s renewed emphasis on service quality and Scandinavian values - which could translate into more comfortable and reliable flights when travelling for business in Northern Europe and beyond.

The campaign builds on the airline’s existing “We Are Scandinavia” concept, with the aim of reinforcing SAS’s premium positioning and emphasising what sets it apart - namely a Scandinavian identity defined by high standards in design, innovation and everyday experience.

Helene Abel Hansen, Vice President Marketing at SAS said,

“Scandinavians are known for setting the bar high, in design, innovation, and everyday life. We hold high expectations for ourselves and everything we do. This campaign celebrates that mindset and positions SAS as the natural choice for those who expect more”

In addition, Johanna Gustafsson, Head of Brand at SAS, adds:

“As the airline of Scandinavia, we carry responsibility to represent our region and its people with pride. It’s in our DNA to meet the world’s highest expectations. We’re proud to reflect Scandinavia’s values to the world, from how we communicate to how we care for our travellers. This campaign is about the connection between who we are and how we fly.”

The campaign features Swedish actor Joel Kinnaman, whose international presence is used to underline SAS’s message of authenticity and global reach.

As Johanna Gustafsson says,

“Using a world-famous Scandinavian actor underscores our message, even those who’ve seen it all agree. There’s nothing quite like a Scandinavian airline”

Developed with agency Åkestam Holst, the 360° campaign covers TV, online video, digital display, outdoor and social-media channels - launching today, 27 October 2025.

Scandinavia's airline, SAS’s mission is to impress a people who are not easily impressed. Because when you come from a part of the world that has shaped societies where life simply works, you expect more from everything else, too.

From a business travel perspective, the renewed focus here is more than aspirational branding: it suggests that SAS is actively aligning its service proposition with the high expectations of frequent flyers - including those travelling on corporate itineraries who require reliability, comfort and seamless experiences.

Paul Baker, Sales Director at Global Travel Management, notes:

“UK-based business travellers expect more than just a seat and a tray table - they need a travel partner who meets their standards, and this renewed positioning by SAS aligns well with the demands of modern business travel.”

If your company books flights through Global Travel Management and engages with SAS for Northern European routes, this campaign heralds a time of potentially elevated service standards - an important benefit when managing corporate travel programmes, traveller satisfaction and the quest for efficiency in business travel.

Please contact your Global Travel Management Account Manager if you would like further information about how SAS can offer new opportunities for your business travel programme.