STUDENT WORK
In this assignment we were going to make a campaign in pairs of two and two. We were told to choose between three companies. My fellow student and I chose to make a campaign for SAS – Scandinavian Airlines. The reason why we chose this company was because of their resent history of financial problems, they were on the verge of bankruptcy in November 2012.
Our goal with this campaign was to strengthen the credibility of SAS among existing customers, not to gain new ones. SAS's main target is the business sector, and we decided to create a campaign with focus on quality, exclusivity and most of all punctuality. At the same time we wanted to awaken the desire to travel among the existing customers.
