The Peoples plane.

Every year The People’s Meeting is held at Bornholm to celebrate the Danish democracy. However, in the recent years it has become a party for the political élite – and not the democratic festival for the people, it was intended to be.  

We initiated a collaboration between SAS and The People’s Meeting to bring back the ordinary people – and to show that SAS really is The People’s Plane.

By taking a plane out of its scheduled route and filling it with a microcosmos of the Danish population – all found through a Facebook campaign targeted different population groups – we ensured that all Danes were represented to the important tribute of free thought. 

Visits to the SAS website, Scandinavian Traveler, went up by 200% during the campaign. The average time spent on the campaign website was more than three minutes. The Facebook campaign reached 535,040 people.