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Some companies consider slogans very valuable, others don't seem to care about them at all.

For sure, it is obvious that very little thought has gone into the creation of some of these airline slogans.

 
 
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Still More Airline Slogans

Slogans for airlines named S through Z
 

A 1931 baggage label from TWA bearing the now almost meaningless slogan "The Lindbergh Line".

Part of a series on Airline Slogans - please also visit the other pages linked on the right.

 

 

Branding is big business, and huge sums of money are spent on 'image advertising' and 'awareness' campaigns.

Although some companies have very slow changing brands and slogans, others view them as more tactical tools, changing their slogan or tag line all the time.

Some companies have very official standards requiring an exact formal placement of their slogan or tag line in all advertising in the same way (even to such details as font size and type and color), whereas others are much more casual.

Airline slogans have been adopted by most (but not all!) airlines, and with varying degrees of rigidity, as you can see in this and the other pages of this article series.

Airlines with Names beginning S through Z

Here are such slogans and related phrases as we've been able to find for airlines starting with the letters S through Z inclusive.  Click through the other parts of this series of other airlines - we have airlines featured from all letters of the alphabet.

Within each airline section we list slogans in alphabetical order.

Can You Help Us?

Sure, this is already probably the largest collection of airline slogans, anywhere.  But it barely touches the surface of all the slogans that have ever been released, for all airlines that have ever flown (or even not flown!).

Furthermore, the information we do have is usually incomplete and may sometimes be inaccurate.

If you can help us more accurately identify the slogans we have, or if you have new slogans to add to the collection, please let us know.  It is helpful if you tell us the slogan itself, the airline it related to, and also as much else such as when the slogan was in use, and how it was used, and any background to why the slogan was chosen, or why it was superseded, and anything else to add to the context of each slogan.

 

Sabena

 
 

Enjoy our company

 
 

Savoir faire in the air

 

Sama Airlines

 
 

A low cost airline founded in 2005 in Saudi Arabia, closed in 2010

 

Simply Fly

 

SAS

 
 

SAS says Scandinavia
(also in radio ads as part of a jingle)

1970s

 

The businessman's airline

 

Saudia

 
 

Your key to the middle east

 

Silkair

 
 

Where the world unwinds

 

SFO Helicopter Airlines

 
 

Two companies with the same name.

The first provided helicopter services, based at SFO airport and provided services to OAK, downtown San Francisco, and other nearby centers; little known about this operation but is known to have been in operation probably 1961 - 1976.

The second provided similar services in the early 1980s.

 

The Quickest Way Across the Bay
(sighted on timetable, 1964)

1964

 

The beeline to your airline

early 1980s

 

Your Direct Connection
(sighted on timetable, 1982)

1982

Singapore Airlines

 
 

A great way to fly

from 1972

 

Singapore Girl - You're a great way to fly

 

Skybus

 
 

A brief lived US discount carrier, started operations in May 2007 and ended operations in April 2008.

 

Now everyone can fly

 
 

Only birds fly cheaper

 

Skyteam Alliance

 
 

Caring more about you

 

SN Brussels Airlines

 
 

Conecting Brussels like no other

 

South African Airways

 
 

Fly our new gentle giants (ads promoting their new 747s, featuring a cartoon elephant)

1971

 

Fly the African dream

 
 

We make the difference

1980s

Southern Airways

 
 

Nobody's second class on Southern
(sighted on tv ad as closing tag line)

~ 1978

 

Route of the aristocrats

 

Southwest Airlines

 
 

A Symbol of Freedom

 
 

Bags fly free (a watered down version of 'Freedom from fees' made necessary by, ahem, Southwest starting to charge fees!)
(personal knowledge)

~ 2009 - 10

 

Freedom from fees
(personal knowledge)

~ 2008

 

Got to get away? / Want to get away? / Wanna get away?

 
 

How do we love you? Let us count the ways . .

 
 

Just plane smart

 
 

Southwest Airlines. THE Low Fare Airline

 
 

Stop Searching. Start Traveling.

 
 

You ain't seen nothing yet!

ca 1980

 

You are now free to move about the country (In the form of an in-flight announcement like after turning off the seatbelt sign)

 

Spirit Airlines, USA

 
 

Catch the Spirit

 

SriLankan Airlines

 
 

Formerly known as Air Lanka from founding in 1979 until renamed in 1998.

 
 

You're our world
(sighted on website, Dec 2012)

2012

Sriwijata Air (Indonesia)

 
 

Your Flying Partner

2009

Star Alliance

 
 

The network for earth

 

Swiss - Swissair - Swiss International Airlines

 
 

Flying, Swiss made

 
 

Only Swissair can meet the high standards demanded by the Swiss (shown alongside passengers complaining of trivial things like coffee 2 degrees too hot/cold, etc)  - Original Swissair

 
 

Swiss. The civilized way of flying.

 
 

Swiss. The refreshing airline.

 
 

The world's most refreshing airline.

 

TAA Trans Australia Airlines

 
 

Subsequently renamed Australian Airlines in 1986 then merged into Qantas in 1993.

 

Australia's national airline network
(sighted, timetables, 1949, 50, 51)

1949 - 51

 

TAA's schedules are planned to suit your requirements
(sighted, timetables, 1951, 53, 55, 56)

1951 - 56

 

The Nation's Jetline
(sighted on a flight bag)

 

 

The way we do the things we do (as Australian Airlines)

approx 86 - 93

 

(Up up and away with) TAA - the friendly way

Fly TAA the friendly friendly way
(sighted on timetables, 1969)

 

1969

 

Fly TAA the Friendly Way
(sighted on timetable, 1966, 67, 68, 69, 70, 71, 78, 79)

1966 - 79

 

You should see us now (as Australian Airlines)

 

TAM Brazilian Airlines

 
 

Because you were born to fly

 
 

The red carpet airline

 

TAP Air Portugal

 
 

An airline should be big enough to have 747s (and small enough to pamper you).
(sighted on English language poster)
(was phased out and replaced with the Big enough/small enough slogan when TAP replaced its 747s with L1011s)

1970s

 

Big enough.... Small enough
(sighted on English language poster)
(when the L1011s replaced the 747s)

1970s

 

We're as big as an airline should be
(sighted on English language poster)
(tag line concurrent with the 'big enough for 747' campaign)

1970s

TEAL (Tasman Empire Airlines Ltd)

 
 

This New Zealand airline was formed in 1940.  In 1953 it became jointly owned by the Australian and NZ governments, and passed to full NZ ownership in 1961.

In 1965 TEAL was renamed Air New Zealand.

 

New Zealand's International Airline
(sighted on baggage tag)
(probably post 1961 after NZ govt became 100% owner)

early 60s

Texas International

 
 

Yes sir, Texas International

1971

Thai Airways

 
 

Smooth as silk

 
 

We reach for the sky

1970s

Trans-Canada Air Lines

 
 

Fly the Rolls-Royce Way to Canada

 
 

When you think of Canada, think Trans-Canada Air Lines

 

Transair

 
 

Started operating under this name in 1956.  Canadian carrier.

The airline ceased operations in 1979, with routes taken over by Pacific Western Airlines.

 

The golden way to Thunder Bay
(planes had bright yellow and brown livery)

 

TWA Trans World Airlines

 
 

TWA started operating under that name in 1930 when Western Air Express renamed itself.

The airline ceased operations in 2001, being bought out by American Airlines.

 

A million passengers a year
(sighted on poster with what looks to be Constellation or Tristar plane, so probably 1950s)

1950s

 

A taste of Europe while flying in the USA

 
 

Fly the finest... Fly TWA
(sighted on poster with what looks to be a Constellation or Super Constellation, so probably mid/late 1950s)

1950s

 

Leading the way, TWA.

~ mid 80s

 

One mission. Yours.

late 90s

 

Nationwide, worldwide, depend on TWA

 
 

Sight for soaring eyes

 
 

The Lindbergh Line
(sighted on baggage labels, 1931, 32, 35, 36, 37; sighted on undated coaster with DC-3 picture)

1931 - 37

 

The airline run by flyers

possibly 1930s?

 

The most comfortable way to fly

mid/late 1990s

 

Today's TWA.  Find out how good we really are.

mid/late 1980s

 

TWA. Up, up, and away / Up, up and away on TWA (to a song sung by the 5th Dimension)

 
 

We want to be your airline

 

 

We're (where?) up to something good

80s - 90s

 

Welcome to the world of Trans World Airlines

 
 

You’re going to like us/You're gonna like us

70s - 80s

 

Your ontime airline

60s - 70s

UTA

 
 

Goes where you dream to go

 
 

Sailing the South Pacific skies

 
 

The airline on which the sun never sets

 
 

UTA le spcialiste des longues des distances

 

Union Airways

 
 

A New Zealand airline operating between 1936 and 1947.

 

Speed, Comfort and Regularity
(sighted - see poster at the top of the first page in this series)

ca 1940s

United Airlines

 
 

Come fly the airline that's uniting the world.  Come fly the friendly skies.

 
 

Come fly the friendly skies of United.

 
 

Fly the friendly skies of United.
(apparently lasted until a change of marketing VP and ad agency)

1966 - 97

 

It's time to fly

 
 

Life is a journey, travel it well.

 
 

(United) Rising

>1997

 

Take me along if you love me
(a slogan prior to deregulation, encouraging people to travel together and to qualify for 'family plan' discounted tickets)

< 1978

 

What would we do without you
(a slogan directed to travel agents)

mid 1970s

USAir

 
 

USAir was the name that Allegheny Airlines changed its name to in 1979, following deregulation in 1978.  The new name was a springboard for the former regional airline to expand itself nationwide.

In 1996 the airline rebranded itself again, now as US Airways.

 

For the flights, for the fares...  Fly the USA on USAir
(sighted, timetable, 1980)

1980

 

There's a change in the air
(perhaps after the absorption of Piedmont, 1989)

1989

 

USAir begins with you
(sighted, timetable, 1993)

1983

 

USAir begins with 'U'
(Possibly incorrect version of the preceding slogan)

 

US Airways

 
 

US Airways is the new name assumed by USAir in 1996.

In 2005 US Airways was bought by America West Airlines, but American West chose to use the US Airways name for the new merged airline, dropping its own name - primarily for the same reason that Allegheny renamed itself to USAir back in 1979 - because of the 'better' and more global character of the US Airways name.

 

Fly with US

2009

 

No booking fees.  No brainer.  usairways.com
(apparently painted on the side of some planes in 2004)

20094

 

US Airways - together we fly (internal slogan for employees)

 

Varig

 
 

Acima de tudo, voc (Above everything, you)

 
 

It's time to fly

 

Virgin Atlantic Airways

 
 

Virgin Atlantic Airways commenced operations in 1984.  The airline generally refers to itself just as Virgin Atlantic, and some people confuse whether its full formal name is Virgin Atlantic Airways (which is correct per their website) or Virgin Atlantic Airlines (incorrect).

Majority owned by self-styled iconoclast Sir Richard Branson, the airline has delighted in double entendre slogans and in poking fun at its arch-competitor, British Airways.  It will often have slogans painted on the sides of its planes, but then again, sometimes its planes will have no slogans at all.

 

4 engines 4 long haul (promoting their planes against twin engined planes of competitors; apparently a slogan originally used by Airbus) (sighted, on A340-600, 2002, 04, 05, 06 and on engine cowling)

2000s, removed 2006

 

Backing the Bid
(sighted on port side of A340-600, 2004, 05; 747 2005 - referring to supporting London's bid to be host city for the Olympics in 2012)

2004 - 05

 

Britain's Flag Carrier
(sighted on front port side of A340-600, 2002, 04, 747 2006, 07 08 - a response to BA's new artwork which de-emphasized its flag)

2002 - 08

 

Extra Inches Where it Counts

 

 

Fly a younger fleet
(sighted on 747, 2004, 06)

2004 - 06

 

Love at first flight
(sighted, 747, 2004, 05)

2004 - 05

 

Mine's bigger than yours
(sighted on both sides of A340-600s, 2002, 03 but not on starboard side late 08 or either side, 2009.  The A340-600 is the longest airplane in the world)

2000s

 

More experience than our name suggests
(sighted, A340, 2004)

2004

 

No ordinary airline

 
 

"No way BA/AA"
(sighted on 747, 2008 - a revival of an earlier campaign against a BA/AA tie-in)

2008

 

Still Red Hot for 25 Years
(per Wikipedia, 25th anniversary slogan in 2009)

2009

 

The power of 4
(sighted on 747, 2006)

2006

 

Virgin seeks travelling companion[s]
(sighted, A340, 2003 - the square brackets and 's' were on the plane too, not my comment)

2003

 

We're better by four
(sighted on starboard of A340, 2005)

2005

 

We didn't get to be number one across the Atlantic by treating our passengers like number two
(said to have been seen on the side of a NYC bus in the mid 80s - a very clever double entendre)

1980s

 

You never forget your first time
(sighted on starboard of 747, 2006)

2006

Virgin Blue (Australia)

 
 

Keeping the air fare

 

Virgin Express (UK/Europe)

 
 

Belgium's best value for money
(sighted, 737, 2005)

2005

 

The smartest way to fly Europe

 

VLM Airlines

 
 

It's all about time

 

Wardair, Canada

 
 

Formed in 1953 as Wardair, after 1962 became known as Wardair Canada, and officially changed its name in 1976.

Was primarily a charter airline, but changed to regular scheduled service in 1986.  Operated both domestically and internationally.

Sold to Canadian Airlines in 1989.

 

One class.  Simply the best.

early 80s

 

Why fly our competitors' economy class when you can fly our business class for less?

 

WestJet

 
 

Based in Calgary, started service in 1996

 

Because owners care
(sighted on their website)

2009

 

Big Plane, Little Price
(sighted, timetable, 1997)

1997

 

The Low Fare Pioneers
(sighted, timetable, 1997)

1997

 

Way to Go!
(sighted, timetable, 1996)

1996

Western Airlines

 
 

The champagne airline

 
 

The only way to fly

 
 

You get three feet for your two legs on Western Airlines

 

Wien Air Alaska

 
 

Formed in 1927, and was the first airline in Alaska (and the second oldest in the entire US).

At one time it could fairly boast that it flew to more places in the world than any other airline except Aeroflot.

Closed in 1984.

 

Alaska's First Airline
(sighted, timetable, 1975)

1975

 

Alaska's Oldest Airline
(sighted, timetables, approx 1948 and 50s)

ca 1948 - 50s

Wings Air (Indonesia)

 
 

Fly is Cheap
(sighted, exactly written this way)

2009

Xiamen Airlines (China, established 1984)

 
 

A review of advertising and plane images suggests this airline has no slogans or tag lines at all.

 

Xtra Airways (NV USA, established 1987)

 
 

Beyond what is expected
(sighted on their website)

2009

Yamal Airlines (Russia, established 1997)

 
 

A review of advertising and plane images suggests this airline has no slogans or tag lines at all.

 

Yemenia - Yemen Airways

 
 

A review of advertising and plane images suggests this airline has no slogans or tag lines at all.

 

Zest Air

 
 

The most refreshing airline in Asia

 

 

Important Note :  The Accuracy of the Slogans Listed

We've compiled this list of slogans as a result of searching through the internet and exercising as much quality control as we can, but identifying definitive slogans is very much a series of shades of grey rather than black and white - indeed, we've seen airlines themselves with multiple similar versions of the same slogan - are these a planned formal evolution of the 'official' slogan, or a series of mistaken variations on the official theme?

When does a slogan start or finish?

How much of a sentence, clause, or phrase is the key part of the slogan, and how much is not so relevant?  For example, the slogan often remembered as 'Something Special in the Air' comes from a more complete sentence 'Silver bird, take me where there's something special in the air', and we've seen the slogan cited in full, or as the intermediate form 'take me where there's something special in the air' as well as in its five word essential form.

Wherever possible, we've tried to show as much of the complete context of the slogan as we can, and indicate by brackets which is the key part.

Capitals/lower case/periods

Very rarely we've actually sighted a slogan ourselves, and then can accurately copy it in terms of its capitalization and punctuation.  But even in such cases as that, ambiguities arise - if a slogan is shown in all upper case, should we now show it as all upper case or should we use a mix of upper and lower case, and, if the latter (our preference) was it the original intent to capitalize every word or just the starts of sentences and proper nouns?

Additionally, if a slogan is broken into two lines when printed, was it the intent of the slogan writer to have it in two lines, or is this merely a layout/typographical coincidence?  Should we show it as two lines, or as two sentences, or as one sentence with a comma?

Should there be a period at the end of the slogan?

So, even if we have sighted the slogan ourselves, it is difficult to accurately render it on this listing.

Relying on imperfect sources

And, of course, if we're accepting someone else's recollection or written memory, there is plenty of opportunity for error.

Two people might offer two versions of a slogan - is this a case of one person being mistaken (and which person?), or is it a case of a slogan which appeared in two forms?

Sometimes it is interesting to see how slogans get confused and altered, but in the interests of accuracy, we're trying to restrict ourselves to the correct versions only!

The bottom line - what can you rely upon

The bottom line is that few of these slogans can be considered as definitive.  If you're looking for a resource to settle a large bet with a friend, the only slogans you can be certain of here are the ones that have a formal attribution to them (eg a 'sighted' or similar comment).

Part of a series on Airline Slogans - please also visit the other pages linked at the top right of this article.

 

If so, please donate to keep the website free and fund the addition of more articles like this. Any help is most appreciated - simply click below to securely send a contribution through a credit card and Paypal.

 

Originally published 21 Aug 2009, last update 02 Jul 2017

You may freely reproduce or distribute this article for noncommercial purposes as long as you give credit to me as original writer.

 
 
Related Articles
An introduction to airline slogans
More about airline slogans
Airline slogans : A
Airline slogans : B
Airline slogans : C - F
Airline slogans : G - N
Airline slogans : O - R
Airline slogans : S - Z
 

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