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SAS Follows Up LGBT Success

Scandinavian Airlines is following up its LGBT (Lesbian, Gay, Bisexual and Transgender) campaign 'Love is in the air' with an improved LGBT microsite (www.flysas.com/gay) and a gay version of the popular SAS Crew Guide concept.

The microsite is aimed as a one-stop shop for LGBT travelers going to Scandinavia, with introductions, maps, tips and links for the Nordic capitals.

“Compared to our competitors, who spend a lot of money creating pretty ads claiming they’re LGBT-friendly, SAS is focused to create activities that clearly show that we are LGBT-friendly. We have noticed that this creates a greater value for SAS within the LGBT community,” said Anders Lindström, PR Director, SAS.

Approximately 6-8% of the population in the Western world is LGBT, whilst LGBT travelers account for approximately 15% of total revenue within the travel industry. At SAS, it is estimated that every 13th customer is LGBT.

SAS has been praised for its LGBT focus within the last year. IGLTA (International Gay and Lesbian Travel Association) named the airline Innovator of the year and Flightglobal awarded SAS Online Campaign of the year, whilst the Love campaign was also nominated as PR of the year at Sweden’s Stora PR Priset, Social Media Campaign of the Year at the European-wide Digital Communication Awards and most recently for the Brand Experience Award.