Experienced SAS chief to sell Øresund and Baltic Sea

In mid-March Bo Nylandsted Larsen will begin as project director for the two networks, International Marketing Project Øresund (IMO) and Cruise Baltic Project (CBP). Larsen arrives from SAS where he has been sales director with responsibility for business travel bureaux and group sales in Denmark. He has worked within sales for 20 years.

As project director for Cruise Baltic Project Bo Nylandsted Larsen will be responsible for developing the strategy of the network, which is made up 19 harbours and a total of 35 partners around the Baltic Sea marketed together as a single entity to cruise ship tourists, as well as existing and potential partners in the cruise ship industry. Cruise Baltic Project was founded three years ago. The Baltic Sea destinations are now the world's fastest growing cruise ship market with 2.3 million visitors from 2,079 dockings last year.

Bo Nylandsted Larsen will also lead the International Marketing Project Øresund, intended to place the Øresund region on the world map and make the destination more accessible. IMO was founded in 1998 and is made up of nine partners, including several airlines and tourist organisations, and targets its marketing towards Germany/Switzerland, Great Britain/Ireland, USA, China, Italy and Spain.

Bo Nylandsted Larsen is delighted with his new responsibilities for these two projects:

- I am proud to have been offered this chance to sit on the boards of two such exciting and unique projects. I hope to offer them my knowledge of both sales and distribution, and I see it as a challenge to continue and optimise the positive development for both Cruise Baltic and IMO.

SAS has been involved in both projects since their inception:

- It is important for SAS to put resources in these projects in co-operation with Wonderful Copenhagen, VisitDenmark and the many other partners. The aim is to get even more business tourists and guests to travel with SAS to Copenhagen and the Øresund region, comments sales and marketing director Lars Bording in connection with Bo Nylandsted Larsen's appointment.

Chairman of the steering groups of IMO and CBP, sales and marketing director Ole Andersen, Wonderful Copenhagen:

- We are glad to welcome Bo Nylandsted Larsen and are convinced that he can offer both projects a great deal, not least in his great experience within sales and marketing. With his background as sales director for Scandinavia's largest air freight company he has a broad knowledge of the local and distant markets this project encompasses.

International Marketing Project Øresund and Cruise Baltic Project's former project director, Signe Adamsen, will return to SAS where she will take up a post as marketing director for SAS's Asian activities in Bangkok.