The airline named Dentsu's Colby & Partners, New York and Santa Monica, Calif., as agency for the U.S. for creative, media buying and planning. Among airline's recent improvements are flat beds in its upper class compartnet, as well as a new "economy flex" section, one that has larger seats than coach, but with fewer amenities than the more pricy business class, said Allen Milman, Colby's account supervisor on the business. The airline, once a premier name in travel, is hoping to restore some of that luster, he said.
SAS is expected to focus advertising, including print, digital and outdoor in its key gateway markets of New York, Chicago, Seattle and Washington, D.C.
SAS spent $1.6 million in measured media in 2005, and less than a half million for the first eleven months of 2006, according to TNS Media Intelligence.