In the years following the cartel case, almost the entire executive management of the airline was replaced. A large portion of the new management was without experience from the aviation industry. On 1 November 2003 Ipsen was replaced as CEO by Finn Øelund, who came from the same position in Air Greenland. He devised a new strategy, in which the airline would better utilize tis fleet by placing flights closer to each other and flying throughout the day. He also proposed competing head-on with SAS, as he believed that Maersk Air with the new strategy could operate with lower costs than the consortium. Aircraft received a new white and dark blue livery, replacing the old light-blue Maersk colors. The airline adopted the slogan "fly as you like" and focused its route production on typical holiday destinations and cheap fares.