The Beginning of a Journey:
SAS Flight SK0001

July 1, 1982 – Ready for Takeoff

Watercolor illustration of a classic SAS aircraft on the runway beneath a blue sky with light summer clouds. The aircraft features the iconic Scandinavian design with its distinctive colored stripes and represents an important era in Scandinavian aviation. The scene conveys a sense of travel, international connection, and the history of SAS as a pioneer in modern customer journeys, technology, and Scandinavian cooperation. For Magne Bjella, the image also symbolizes the beginning of a long journey in digitalization, marketing, and the early development of the internet in Norway.

SAS Telephone Sales – Ruseløkkveien 6

In July 1982, I began working in SAS Telephone Sales at Ruseløkkveien 6 in Oslo. For a young man with a strong interest in travel, people, and service, it felt almost unreal to get a job with such an international and exciting company as Scandinavian Airlines System—SAS.

My journey to SAS, however, had begun several years earlier at Reisetrafikkforeningen for Oslo og Omegn, where I worked both at Gamle Rådmannsgården and Oslo City Hall. The organization was the predecessor of today’s VisitOslo. At a very young age, I had the opportunity to work in an environment centered on tourism, service, and international visitors. My responsibilities included providing tourist information at Oslo City Hall, hotel bookings, managing brochure supplies, handling mail, messenger services, and various administrative tasks.

During these years, I had the opportunity to work alongside many talented people who would have a significant influence on me later in my career.

As early as 1976, Director of Tourism Alfhild Hovdan described me as:

“a young, capable, and enthusiastic employee.”

She also noted that I had:

“a very presentable appearance” and was “well-mannered and reliable.”

Director of Tourism Arild Kristiansen, who would later become an important supporter of mine, wrote in a reference that I was:

“quick, accurate, service-oriented, and always in good spirits.”

He also emphasized that they were pleased to recommend me for future employment.

In the hotel department, I was given responsibility for bookings, accounting, and advance reservations at an early stage.

Department Manager Reidun Dalem wrote in her reference that my work was carried out:

“very satisfactorily.”

She also described me as:

“honest and reliable.”

Anne-Marie Taraldset, who managed the tourist information office at Oslo City Hall, later described me as:

“service-minded, reliable, eager to learn, and a loyal employee.”

When I read these references today, I can see that they reveal much of the foundation for the rest of my working life. Not technology. Not systems. But human interaction, service, a sense of responsibility, and the joy of helping other people.

Watercolor illustration of Gamle Rådmannsgården on Rådhusgata in Oslo—a historic building surrounded by both older and more modern urban architecture. The scene depicts the distinctive brick building with detailed gables, dark roofs, and warm brick tones in soft daylight. For Magne Bjella, the place represents the beginning of his working life through his job as a messenger and office assistant at Reisetrafikkforeningen for Oslo og Omegn. The illustration conveys both historic Oslo, early work experience, and an early connection to tourism, people, and city life.

Watercolor portrait of Einar Onsum in the office of Reisetrafikkforeningen for Oslo og Omegn, surrounded by maps, travel materials, and stacks of documents from an era when tourism and administration still relied on paper, telephones, and personal service. The illustration conveys a warm and traditional office environment in Oslo, where experience, organization, and human interaction were central. For Magne Bjella, Einar Onsum represents an important part of the beginning of his working life and the environment that provided insight into tourism, organization, and office work before the breakthrough of digitalization.

From Rådmannsgården and Oslo City Hall to
Ruseløkkveien 6

It was also at Reisetrafikkforeningen for Oslo og Omegn that I met Einar Onsum.

Einar was a retired SAS employee who worked part-time at the organization. We quickly connected and worked extremely well together. He became much more than just a colleague to me. Einar was a source of reassurance, a supporter, and someone I looked up to enormously. In many ways, he became something like a “second grandfather” or “second uncle” in my working life.

When the opportunity to join SAS came along, Einar gave me his warmest recommendation. I still remember how strongly I felt the responsibility on the day I started at SAS. I promised him that I would not let him down.

In the early 1980s, SAS was undergoing major change. This was the period when Jan Carlzon took over the leadership and began building what would later become known as “the new SAS”—with a stronger focus on service, employees, and customer experience. It was not just about aircraft and tickets. It was about people.

In Telephone Sales, we were right in the middle of it. The pace was fast, the phones rang constantly, and we helped customers across the country with flights, information, and reservations. I felt at home from the very first day. There was energy, pride, and a strong sense of community—and a feeling of representing something greater than yourself.

Watercolor illustration of Magne Bjella and his colleague Ole Andersen working in SAS Telephone Sales at Ruseløkkveien 6 in Oslo during the 1980s—long before the internet and digital booking solutions transformed the travel industry. They are seated among early computer equipment from SAS Data, telephones, paper-based systems, and flight information while handling telephone reservations for customers across the country. The illustration conveys an era when customer service, human interaction, and efficient coordination were at the very heart of the travel industry. The scene also represents the beginning of Magne Bjella’s long journey in technology, customer journeys, communication, and digital development at SAS.

The following year, I was able to tell Einar that I had received SAS’s “Golden Sales Award 1982/83.” The letter from SAS stated, among other things, that I was considered:

“an outstanding ambassador for the NEW SAS.”

It also highlighted my:

“service-minded attitude, sales ability, and dedication.”

For me, this award was about far more than sales figures. It was about trust. About the joy of work. About people who believed in me. And perhaps most of all—about the promise I had made to Einar Onsum when the journey began.