The incumbent agency is Keene Communications, which has held the account for three years. The brief is to raise the profile of the carrier through media relations, targeting the travel and business press as well as national newspapers.
'While we fly all over the world, our business flights, between Scandinavia and the UK are our main focus,' said SAS's London-based marketing and comms manager Geoff Robello.
The move by the Sweden-based carrier is part of a 'cost strategy' review.
It has shortlisted four agencies for the contract including the incumbent.
The Swedish government owns 21 per cent of the company, with the governments of Denmark and Norway each owning 14 per cent.
It was formed by the merger of three Scandinavian airlines.
The company also owns 162 hotels in the Radisson Hotel chain across 42 countries. Brighter PR manages PR for the hotel chain, which is unaffected by the review.