Indeed, there is no limit to the imagination of airline directors. For example, as Novye Izvestiya writes, on board some planes flight attendants put on free dance and theatrical shows; other companies remodel their aircraft so that mobile phones can be used in the air; still others focus on specific categories of travelers.
Scandinavian SAS followed the latter path, becoming the first airline in Europe to announce its 'nontraditional orientation.' On the official SAS website, invitations to fly for homosexuals, lesbians, transsexuals appeared. SAS, declaring itself a friend and defender of 'gays,' offers them flights to cities most tolerant of this category of travelers, reports on interesting dates in the 'gay calendar,' recommends bars, restaurants, and clubs specializing in welcoming 'non-heterosexuals.'
Another marketing move aimed at finally winning the hearts of gays was SAS's sponsorship of the 'World Out Games' – a 'gay' Olympiad to be held in Copenhagen in 2009.
At SAS, they do not hide that it is primarily about money. Homosexuals generally have more money than the average passenger of traditional orientation. Moreover, gays travel a lot and are willing to spend money for additional comfort.
Nevertheless, SAS's marketing move seems to some observers an act of desperation, indicating the deep crisis the company has fallen into. In their opinion, SAS has waved the white flag on profitable routes used by passengers of predominantly conservative views. These are transatlantic flights to some US cities, as well as flights to Middle Eastern countries. A few years ago, SAS was betting on these directions, but now, pushed out by competitors, it is 'shrinking' to the borders of tolerant old Europe.
Things in the concern are indeed not brilliant: accidents, staff strikes, and huge fines on charges of cartel collusion and espionage against competitors are ruining the company. SAS management warns in its latest corporate magazine about difficult times and impending mass layoffs. If gays do not help, the Scandinavian airline, according to one daily business publication, faces bankruptcy or takeover by a larger predator, most likely the German 'Lufthansa'.
The campaign to lure 'gays' into the heavens is conducted in close cooperation with the Copenhagen tourism organization – SAS's main base. The Danish capital, fighting for tourists with its main competitor Stockholm, has declared itself a city friendly to persons of nontraditional orientation. Stockholm is preparing to respond to the Danish challenge with an even more powerful August gay parade than those held in previous years. They even await a 'gay' Indian maharaja, who has become a symbol of the struggle for sexual tolerance in the world in recent years. It is not hard to guess on which airliner the 'banner of the movement' will arrive in Sweden.