SAS introduces a new brand strategy and newly-designed logotype

SAS INTRODUCES A NEW BRAND STRATEGY AND NEWLY-DESIGNED LOGOTYPE SAS today introduced its new brand strategy and a newly-designed logotype at a press conference in Copenhagen. "For the past few years, SAS has been engaged in a comprehensive program of renewal. It feels natural to manifest and strengthen this renewal program with a new brand strategy and a newly-designed logotype," says Erik Strand, SAS Senior Vice President Marketing & Sales. "Having a strong and well-defined brand is becoming an important factor in the increasingly competitive environment." "SAS is one of Scandinavia's best-known brands but the trademark and corporate design are almost 18 years old - a long time in the airline industry. Therefore it must be modernized and given the values we want our customers to associate with SAS in the future." "This is based on our history and Scandinavian attributes. The key words being individual, informal and personal. The Scandinavian culture and the informal, honest and equal way that Scandinavians are. These are the things that will color SAS's entire service delivery, including the brand, corporate design, new products, personal attention, etc.," explains Erik Strand. In connection with its design change, SAS has chosen a Master Brand strategy. This involves dropping the sub-brands it has previously promoted (e.g., SAS Jackpot, SAS EuroClass, etc.). SAS is now the brand in focus and the only sub-brand is SAS Pleasure for the leisure travel market. Among other things SAS is changing the names of its classes of travel, from the existing EuroClass and TouristClass to those common in the industry - Business Class and Economy Class. "We have chosen to adopt the industry norms in relation to the class names," says Strand. "They should be easy for the customer to understand and find, at check-in for example. These are also the class names used by our partners." The lounges have also been re-named, to SAS Business Lounge and SAS Scandinavian Lounge. "We find it natural that our finest lounge, which has previously been known as RVC (Royal Viking) should be called Scandinavian. This is our way of showing how proud we are over our Scandinavian origins." These changes will be successively introduced beginning at the end of September. See and download the new SAS brand on the Internet: www.sas.se/press For more information, contact Erik Strand, Senior Vice President Marketing & Sales, phone: +46 (8)-797 24 24, +46 (705)-97 24 24 ------------------------------------------------------------ This information was brought to you by Waymaker http://www.waymaker.net The following files are available for download: http://www.waymaker.net/bitonline/2003/07/30/20030730BIT00200/wkr0001.DOC http://www.waymaker.net/bitonline/2003/07/30/20030730BIT00200/wkr0002.pdf