SAS brings in Neolane for customer campaign

by Joe Lepper, Brand Republic 21-Aug-07, 12:00

LONDON - SAS Scandinavian Airlines has licensed Neolane's software ahead of a direct marketing campaign targeting existing customers.

The airline is looking to gather further information about customers, including travel preferences, as part of a direct marketing campaign that will focus largely on emails. It is set to launch next month.

The key target audience are those signed up to SAS EuroBonus, the airlines frequent flyer programme.

A spokesman for Neolane said: "The end goal is to increase loyalty among customers within a competitive market, finding out information about their travelling habits and using that for targeted marketing activity."

Sofia Edholm, SAS EuroBonus communications director said: "Effectively managing and orchestrating customer communications is of strategic importance to us in that it drives loyalty and thereby revenue."