SAS AB (publ) announced that Journeys That Matter is the name of SAS' new communication concept, which is launched through a new advertising campaign. The campaign highlights the importance of traveling and represents SAS' first brand campaign since 2020. The new communication concept is based on a new brand platform, which is being launched alongside an updated identity.

We are Travelers was introduced eight years ago and has proved to be extremely successful. A changed world has led to new travel patterns, which have seen the target group grow from primarily consisting of business travelers to include the expanding leisure market. The new communication concept speaks to this new, wider target group.

Together with the brand and design agency Bold, SAS has revised and updated its visual identity. The distinct core has been retained, and new warm and personal elements have been added. People are given a more prominent place in the new image style.

SAS has worked with Åkestam Holst, Bold and The North Alliance since 2013.