Scandinavian Air to slash spending

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[Stockholm] As the airline industry continues to suffer, Scandinavian Airlines plans to slash worldwide ad spending to $15 million next year, down from $30 million in 2002 and a planned budget of $20 million this year. The cuts are part of a restructuring plan announced last month designed to eliminate 4,000 jobs and save $1 billion by the end of 2004. The airline's print and TV campaign, with the tagline "It's Scandinavian," is believed to be the biggest account at Lowe-Brindfors, Stockholm, part of Interpublic Group of Cos. "Our marketing costs must reflect the reality of a [leaner] airline company, operating on less revenues and flying fewer routes," says Joergen Lindegaard, CEO of SAS.
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