In most big companies travelling is a natural part of the business. However, the people buying the plane ticket are rarely the same people who actually fly. Naturally, their incentives are not alike, since the costs are essential for the ‘Buyers’, whereas for the ‘Flyers’ the priority is flexibility and comfort. Our client, Scandinavian Airlines (SAS), wanted us to help them create an understanding between the two parties as well as ensuring that the companies got a better understanding of the benefits of having a Travel Policy.

We thought: “Why not create a dialogue between the ‘Buyers’ and the ‘Flyers’. We did that by asking them to answer online surveys and by writing reports for each target group with quotations from the other party. This should lead to a stronger mutual understanding, and point to the fact that a Travel Policy is a useful tool. While filling the gap of understanding, we developed an online ‘Travel Policy Generator’ which the companies could use to make their individualized Travel Policy. At the same time, SAS was positioned not only as an airline company, but also as advisers.

SAS was soon to experience the value of this new positioning and the fact that many companies had taking the emphasis of Travel Policies so seriously. SAS was able to add a three digit million revenue to their annual accounts and saw no less than 34% of the requested ‘Flyers’ to participate in the campaign, whereas for the ‘Buyers’ the number was an impressive 20%. In addition, the campaign generated a lot of positive PR - including a comprehensive article in one of the biggest Danish newspapers.