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SAS Debuts AI-Campaign For Malmö Eurovision

SAS is launching a new AI-generated campaign as Europe focuses on Sweden and Malmö Eurovision 2024 this week. SAS is celebrating the start of summer by welcoming visitors to the lively regions of Copenhagen and Malmö. These areas will host music and celebrations in the upcoming days.

The Eurovision Song Contest 2024 Grand Final will take place in the Malmö Arena on Saturday, 11 May. The Semi-Finals are scheduled for Tuesday, 7 May, and Thursday, 9 May.

This week in Malmö, the SAS in-house marketing team is building excitement by partnering with award-winning Swedish AI artist Stephanie Löwenstein. Together, they are creating bold images of virtual SAS passengers. These images will appear on SAS’ online channels, on the streets of Copenhagen and Malmö, and at major airports throughout Scandinavia.

“We are delighted to launch this special campaign, marking our inaugural venture into AI-generated advertising, as travelers from across Europe set their sights on Sweden and Malmö,” says Paul Verhagen, EVP & Chief Commercial Officer at SAS. “As the leading carrier in the region, we look forward to welcoming visitors onboard and sharing the beauty and charm of our corner of the world.”

This week, SAS operates over 1800 flights to Malmö and Copenhagen. It will welcome all passengers with seamless connectivity and a warm Scandinavian greeting. Arriving passengers see the message “We bring Europe to Malmö,” accompanied by AI-generated images designed for this musical extravaganza.

SAS commits to safety, reliability, and hospitality, inviting travelers to join excited music fans across Europe. Discover the magic of Sweden and Malmö this summer.

Annually, SAS serves about 24 million passengers who travel to, from, and within the region. The airline covers 135 destinations along 285 routes.

Book your journey with SAS and experience the essence of Scandinavian hospitality firsthand at

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