Hurtigruten’s New Brand Campaign Highlights Its ‘Norwegianess’

Photo credit: Hurtigruten

Hurtigruten has launched a new brand campaign called “Norwegianess” that highlights its Norwegian roots in a quirky, playful way.

The campaign features common Norwegian idioms in Norwegian, as well as a version that’s been translated to English. The words are set against photos of stunning Norwegian locations. 

For example, in Norwegian, the phrase “a ta det for god fisk” literally translates to “take it as good fish.” But it actually means “to believe something without doubt.” Another phrase, “ut på tur, aldri sur” (which means “out on a trip, never grumpy”) highlights how much Norwegians love spending time in nature.

The new campaign launches on the heels of Hurtigruten’s participation in Made in Norway, a government-led initiative to promote Norwegian craftsmanship, authenticity and sustainability around the world.

Hurtigruten is also offering up to $1,000 in savings on its “Original” voyages or up to 6,000 Norwegian kroner in onboard credits on its premium, all-inclusive “Signature” cruises.

Get onboard credit per person on Signature Voyages or up to $1000 per person off Original Voyages

•The Coastal Express (voyages 6+ days): Up to $1,000 off select departures through March 2026
 
•The Svalbard Line: Up to 6,000 NOK OBC for select departures through September 2025
 
•The North Cape Line: Up to 6,000 NOK OBC for select departures through April 2026

Travelers must book before November 21, 2024 to get the deal.

“Our Norwegianess is one of our most important unique selling points and we are proud of our Norwegian heritage,” says Carly Biggart, Hurtigruten’s vice president of the Americas. “We also know that our future guests are looking specifically to experience Norway in the most authentic way possible, which is where we’re unbeatable, knowing the Norwegian coast better than anyone.”

“We have sailed this coast for 131 years now,” Biggart continued. “Our crew onboard are from the various towns and cities along it, and they will gladly share their tips. You cannot get closer to experience the real Norway than that.”

Biggart’s statements were reinforced recently, as Hurtigruten has achieved a significant milestone by becoming the only travel brand to receive the prestigious “Made in Norway” certification. This government-backed initiative celebrates Norwegian craftsmanship, authenticity and sustainability on a global scale.

The rigorous application process for this certification focused on three key areas: origin, sustainability and responsibility. Hurtigruten’s deep-rooted connection to the Norwegian coast, coupled with its commitment to environmental stewardship and local economic support, made it a natural fit for this recognition.

Sustainability is at the heart of Hurtigruten’s operations. The company has launched ambitious projects such as the “Towards Zero Food Waste” scheme and the “Sea Zero” initiative, which aims to create their first emission-free ship by 2030. These efforts reflect Hurtigruten’s dedication to preserving the beauty and wonder of the Norwegian coastline for future generations.

Hurtigruten’s commitment to local sourcing is exemplary. More than 80% of their in-season food and 60% of beverages come from 80 local suppliers along the Norwegian coast. This approach not only ensures fresh, high-quality ingredients but also supports a network of local businesses throughout the country.

The company’s impact extends beyond cuisine. Hurtigruten provides fair-wage employment opportunities for Norwegians in various roles, from mechanics to receptionists. Additionally, partnerships with local excursion operators further contribute to the coastal economy.

For travelers seeking an authentic Norwegian experience, Hurtigruten’s “Made in Norway” certification serves as a seal of approval, guaranteeing a journey deeply rooted in Norwegian culture, sustainability and quality.

(the following was added to the original article published on TravelPulse)

Embark on a journey that captures the essence of Norway with Hurtigruten’s newly launched “Norwegianess” campaign. This unique initiative invites travelers to immerse themselves in authentic Norwegian experiences, all while enjoying a touch of the country’s renowned quirkiness and charm.

At the heart of the campaign are traditional Norwegian sayings that perfectly encapsulate the Hurtigruten experience. One such phrase is “en gladlaks,” which translates to “a happy salmon” – an apt description for the joyful travelers you’ll find aboard Hurtigruten’s ships.

Hurtigruten is currently offering incredible savings that are sure to put a smile on your face. Guests who book by November 21, 2024, could receive up to 6,000 NOK in onboard credit per person on select Signature Voyages, or save up to $1000 per person on selected Original Voyages.

Hurtigruten offers a variety of cruise options to suit different traveler preferences:

The Coastal Express: For those seeking an extended Norwegian adventure, voyages of six days or more are available with discounts of up to $1,000 off select departures through March 2026.

The Svalbard Line: Experience the Arctic wilderness with cruises to Svalbard, featuring up to 6,000 NOK onboard credit for select departures through September 2025.

The North Cape Line: Journey to the northernmost point of Europe with up to 6,000 NOK onboard credit for select departures through April 2026. 

Each cruise offers a unique perspective on Norway’s stunning landscapes, from majestic fjords to the ethereal Northern Lights. Whether guests are navigating the country’s intricate coastline, exploring the Arctic tundra of Svalbard or standing at the edge of the continent at North Cape, Hurtigruten ensures an unforgettable Norwegian experience.

As passengers sail through crystal-clear waters and past snow-capped mountains, they will understand why Norwegians have a saying for taking things in stride: “ta det som god fisk” or “take it as good fish.” With Hurtigruten, every moment is an opportunity to embrace the beauty and serenity of Norway.

Don’t miss this chance to become a “happy salmon” yourself. Book a Hurtigruten cruise today and prepare for an authentic Norwegian adventure that combines natural wonders, cultural insights and the warm hospitality that Norway is famous for. The journey into the heart of “Norwegianess” awaits!

The second article originally appeared in TravelPulse on September 25, 2024.