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As everyone looks towards Sweden and Malmö this week, Europe gets ready for the start of summer with a unique campaign by SAS.

The airline is inviting travellers to enjoy the exciting atmosphere in and Malmö, where music and celebrations will be the main focus in the coming days.

To add to the excitement in Malmö, SAS has teamed up with well-known Swedish AI artist Stephanie Löwenstein. Together, they’ve created eye-catching images featuring virtual SAS passengers. These amazing pictures will be shown on SAS’ online platforms, on the streets of Copenhagen and Malmö, and in big airports across Scandinavia.

“We are excited to start this special campaign, which is our first time using AI-made advertising, as travellers from all over Europe plan their trips to Sweden and Malmö,” says Paul Verhagen, EVP & Chief Commercial Officer at SAS. “As the top airline in the region, we can’t wait to welcome visitors on our planes and show them the beauty and charm of our part of the world.”

During this week, SAS is running more than 1800 flights to Malmö and Copenhagen, making sure travel is easy and giving all passengers a warm Scandinavian welcome. As travellers arrive, they are greeted with the message “We bring Europe to Malmö,” along with AI-made images created just for the music festivities waiting for them.

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With a strong focus on safety, reliability, and hospitality, SAS encourages travellers to join the celebration alongside excited music lovers from all parts of Europe. Experience the magic of Sweden and Malmö throughout the summer season. SAS proudly serves about 24 million passengers, helping them travel to, from, and within the region, with 135 destinations connected by 285 routes.