The £2bn turnover company has put its UK work with Hotwire, understood to be worth £250,000, out to tender.
One agency figure said that the company was looking to 'break out of the tech media and into the national pages'.
'Everyone is talking about big data at the moment and they want to be the ones you trust making sense of it all,' the source explained.
It is understood that a small number of PR shops have now been selected from a list of up to 15 agencies, with an appointment expected next month.
The UK branch of SAS, which has customers including EDF Energy and Waitrose, reported a one per cent fall in turnover to £113.8m earlier this month after increasing its headcount by a tenth.
Both SAS and Hotwire declined to comment.