Since 1898, fine art and crystal glass have been produced in Sweden under the Orrefors brand. In the US, Orrefors is well known by mature, discerning connoisseurs of elegant living. Successful almost entirely based on their heritage and word of mouth, Orrefors wanted to reach a younger upscale “urban lifestyle enthusiast." MSA executed a unique approach built entirely on travel-related media. Digital screens in airport terminals, print ads in airline magazines and exterior jumbo billboards at key US and Canadian airports not only reached the upscale traveler but also impressed important department store buyers who often travel on business. The results are in. Orrefors sales are up, up and away.