Carlson Marketing, which currently undertakes systems work for SAS Scandinavian Airlines, has been awarded the strategic redevelopment of the company's EuroBonus loyalty programme following a competitive pitch.

Carlson has been tasked to help SAS transform EuroBonus into a driver of customer relationships by developing it into a key tool that delivers the new brand promise. The aim is to make EuroBonus the SAS market's leading and most attractive loyalty programme.

Established 16 years ago, the EuroBonus programme is one of Europe's longest standing Frequent Flyer programmes. As an early FFP pioneer it won plaudits for innovation and currently boasts a 2.6 million strong membership.

Mette Ostegraad, vice president of SAS EuroBonus commented, 'Carlson has worked in support of more airline frequent flyer programmes than any other marketing agency. No-one knows more about CRM, and specifically airline CRM, than Carlson Marketing.'

Jonathan Harman, President, EMEA at Carlson Marketing said: "This is ideal work for us. We look forward to developing the scheme with SAS."

SAS Scandinavian Airlines provide non-stop-traffic to, from and via Copenhagen and Stockholm.The aircraft fleet consists of Airbus 340-300s and Airbus A330-300s and also flies to New York, Chicago, Washington and Seattle in the US, Bangkok, Beijing, Tokyo and soon Delhi in Asia, and Dubai in the Middle East.