From traditional airline to modern lifestyle company

Industry
Travel
Geography
Northern Europe

Lynxeye helped SAS develop a brand strategy in line with their vision. The strategy fortified the SAS brand's strengths, while also looking towards future opportunities outside flying, and laid the foundation for many strategic initiatives in coming years.

Challenge

In 2015, SAS had an ambition to become a premium airline in line with their vision, “To make life easier for Scandinavia’s frequent travelers.” The current brand strategy was not aligned with the overall strategy and could therefore not guide the development of the SAS experience.

In order to take a modern premium position on the market, SAS needed Lynxeye’s help to understand and fortify its strengths with frequent travelers, while also looking towards new areas that the brand could own.

Response

Lynxeye equipped SAS with a detailed understanding of the frequent travelers in Scandinavia by mapping their drivers and frustrations.

By truly understanding SAS’s core target groups, we could develop a brand strategy tailored for a modern premium airline, that covered both current and future opportunities. The strategy stretched beyond flying, setting a foundation for the brand and clear direction forward.

Deliverables

  • Customer insights
  • Market segmentation
  • Brand strategy
  • Sustainability analysis
  • Implementation support

Impact

Clear strategic direction

The Brand 2020 strategy set a clear direction for the customer experience and guided many strategic decisions.

Among the initiatives designed for the defined target groups are

  • The new food concept ‘New Nordic by SAS’
  • The next generation of SAS lounges
  • External partnerships with other Scandinavian brands
  • The SAS Dreams concept

Sustainability focus

Sustainability was early identified as a key area to focus on to become a preferred airline for Scandinavian travelers. This is now expressed through, among other initiatives, the partnership with Airbus on electric planes.

Contact

Want to know more? Talk to us about our work for SAS or what we can do for your business.

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