SAS promotes free coffee and tea on short-haul flights with design contest

Scandinavian Airlines is one of the few ‘full-service’ airlines in Europe that let passengers in Economy on European flights pay seperately for their drinks and meals. Brussels Airlines and Iberia are among European airlines with a similar catering service on short-haul flights, while no doubt other European full-service carriers are contemplating this concept for their loss-making short-haul operations.

However, as complimentary coffee and tea in Economy is “one of the most asked for products by customers”, SAS at the end of January 2012 reintroduced the free amenity on all its domestic and European routes.

“Free tea and coffee, but the design is up to you”
To promote the introduction of the ‘upgraded’ service, SAS has just launched a public contest for the design of a new paper mug (current design here) to be used on its flights. In the airline’s words: “Now we serve free coffee and tea to everyone on our flights, both domestic and to the rest of the world. You can make sure that we do it in style. Take part in our competition to design the new coffee cups on SAS flights. If your design is the best one, not only will we serve coffee and tea in YOUR design to more than 70.000 passengers every day, but you will also get 100.000 EuroBonus Extra-points.”


Participants in the contest have to use a template for their design and can submit it at flysas.com/design before February 29th 2012. A SAS jury will then select the ten best designs, which will presented on the campaign website www.flysas.com/design and on SAS’ social media channels in the first week of March. After the general public has casted their votes for their favourite design, the winning design will be announced 20 March 2012 and will be featured on the cups for 3 to 6 months.

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