This summer, as the Eurovision Song Contest once again captivated audiences across Europe, SAS unveiled a bold new seasonal campaign designed to attract travelers to Malmö—the event’s host city—and neighboring Copenhagen, Denmark’s cosmopolitan capital.
Spanning just 40 kilometers across the iconic Øresund Bridge, these vibrant cities are seamlessly connected, making it effortless for visitors to explore the best of both destinations.
For this year’s campaign, SAS partnered with renowned Swedish AI visionary Stephanie Löwenstein to produce a stunning collection of digital artworks. These imaginative visuals—depicting SAS travelers immersed in Scandinavian culture—are prominently displayed on SAS’s digital channels, throughout the streets of Malmö and Copenhagen, and at key Scandinavian airports.
"We’re incredibly proud to debut this pioneering AI-driven campaign at a time when global attention is on Sweden and Malmö," shared Paul Verhagen, EVP & Chief Commercial Officer at SAS. "As Scandinavia’s flagship carrier, our mission is to warmly welcome guests and highlight the unique allure of our region."
During the Eurovision festivities, SAS operated more than 1,800 flights to Malmö and Copenhagen under the banner "We bring Europe to Malmö," featuring tailor-made AI artwork celebrating the spirit of the contest.
Congratulations to Switzerland for their Eurovision triumph!
With a robust network serving 24 million travelers annually and connections to 135 destinations on 285 routes, SAS continues to be a leader in premium Scandinavian aviation.
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