Update: SAS reports to O’Dwyer’s that it has hired a PR agency for this project as of Mar. 16.

Scandinavian Airlines is interested in hearing from agencies that can modernize the company’s PR approach with a creative communication campaign that will set the airline apart from its competitors.

Scandinavian Airlines

In request for quotation documents issued in March, the Solna, Sweden-based airline outlines its present communication objectives as follows: raising awareness of the SAS brand among relevant audiences and establishing the company as the preferred airline when traveling to Scandinavia; increasing travel to Scandinavia in the leisure market by positioning the region as a weekend/long weekend destination; improving brand awareness of SAS’s new gateways in Los Angeles, Miami and Boston; and integrating SAS’s PR and marketing synergies, as well as creative development and paid media efforts.

The largest airline in Scandinavia, SAS is the leading carrier for direct flights between the U.S. and Sweden, Denmark and Norway, and currently has nearly a dozen direct routes to Scandinavia from Los Angeles, San Francisco, Chicago, Boston, New York, Washington, D.C. and Miami.

According to RFQ documents, SAS’s primary target audience is comprised of educated, leisure market/holiday travelers between the ages of 25–50 who live in near current U.S. SAS gateways (Los Angeles, San Francisco, Chicago, Boston, New York, Washington and Miami).

SAS is initially looking for a one year plan among firms that can help the airline achieve its desired position.