SAS is a Scandinavian airline founded in 1946. Its extensive flight network connects major cities and destinations within Scandinavia, Europe, North America, and Asia.


Industry Travel

Geography Northern Europe

Impact Clear direction for customer experience

SAS came to Lynxeye in search of new areas that the brand could own. Lynxeye helped SAS develop a brand strategy in line with their vision, “To make life easier for Scandinavia’s frequent travelers.”


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.


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.


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


Clear strategic direction

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


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.