This document summarizes SAS airline's LGBT marketing efforts from 2007-2011, including being the first European airline to launch a gay microsite in 2007 and becoming a member of the International Gay & Lesbian Travel Association in 2009. It describes SAS's Spread the Love social media campaign from 2011 where they asked same-sex couples to create profiles promoting their relationship and have people vote for their favorite in an effort to host the first same-sex marriage in the air. The campaign reached over 2 million people via Twitter in 65 minutes and received over 350,000 votes for 300 couples from around the world. It resulted in over $1 million in free media coverage for SAS and significantly raised awareness of the airline internationally.

1. Love is in the air Thinkingoutside the LGBT box Anders Lindström, PR Director Christina Ericsson, Online Communications

3. Became an IGLTA (International Gay & Lesbian Travel Assocation) member in 2009

4. Sponsors gay press trips from the US with Visit Sweden

5. Sponsors gay press trips from Europe to Stockholm Pride with SVB

6. Organised gay press trip to Copenhagen (DEC08) with Wonderful Copenhagen

7. Officialairline of World Out Games (CPH, AUG09)

8. Officialairline of Mr Gay World (OSL, FEB10)

9. ID Travel agreementsdemand same sex couples as a prerequist from otherairlines

11. www.flysas.com/LOVE

12. Couples create profile

13. Profiles are spread globally People couldspread the campaign on Social Medias by using social media buttons on the site People couldpromotecouples by social media buttons on the couplesprofiles. .

14. Voting & Ranking

15. A campaign travelling the globe Over 2 million via Twitterwithin 65 min Over 100,000 visitors via Facebook540,000 uniquevisitors to the SAS Love-site 350,000 votes 300 couples from all over the world Spreadonsocial medias millions of times

16. 2011-02-16 P&R Publishing 9

23. 500.000 läsare

24. Combining PR and Social Media Timeline: December 6 – December 8 Timeline: September 1 – January 2011

26. First LGBT campaignlaunched to mainstream media

27. Over 150 million worldwideheard or read of the campaign via social media, TV, online media, radio, print media, bloggers, etc.

28. Best Online Campaign of the year, webbies 2010

29. Overwhelmingamount of media coverage, 99.9% positive

30. Coverageincludes: BBC, Time, ABC, CNN, AFP, The Sun, The Independent, Politiken, Sunrise, Yahoo!, etc.

31. $1 million in media coverage in US alone

32. Significantlyraised the awareness of SAS positively in international areas; increase in bookings

33. No or minimum marketing spend

34. Returnon investment over x1000