Hurtigruten Launches Norwegianess Campaign a week after it received its Made in Norway certification from Innovation Norway
Hurtigruten has launched its new Norwegianess campaign a week after it received its Made in Norway certification from Innovation Norway.
The 131-year-old Norwegian legacy cruise line was the only travel brand part of the initiative created to promote and celebrate the very best of Norwegian craftsmanship, authenticity, and sustainability on a global scale.
Hurtigruten’s latest brand campaign, Norwegianess, further highlights the company’s strong Norwegian heritage with a witty and playful promotion using quirky local idioms in their original language translated and then interpreted from literal to actual meaning, with a backdrop of striking scenic and experiential imagery.
Moreover, travelers can save up to $1000 on Hurtigruten’s Original voyages or get the equivalent of up to 6,000 Norwegian kroner in onboard credit on its premium, all-inclusive Signature voyages to use for excursions, among other things, when booking before November 21, 2024.
The creative concept sees joyful Norwegian sayings such as “A ta det for god fisk”, which translates to “Take it as good fish”, while to Norwegians, it actually means “to believe something without doubt”. The campaign also recognizes Norwegians’ love of the outdoors and exploring nature, with the apt saying “Ut på tur, aldri sur” – “Out on a trip, never grumpy” – tying in with Hurtigruten’s focus on authentic, local experiences as part of its itineraries.
“Our Norwegianess is one of our most important unique selling points and we are proud of our Norwegian heritage. 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. 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,” said Carly Biggart, Hurtigruten’s VP of the Americas.
Last month, the Norwegian government’s Innovation Norway launched Made in Norway, of which Hurtigruten was the lead brand and the only travel company. To be invited into the Made in Norway project, a company must adhere to a rigorous application process that includes stringent criteria focusing on product excellence and a clear commitment to sustainability, ensuring that only the highest standards of Norwegian quality are upheld under the new Made in Norway brand. The certification trademark is designed to increase the competitiveness of Norwegian products and solutions on the international market.
(Hurtigruten Launches Norwegianess Campaign a week after it received its Made in Norway certification from Innovation Norway – Hurtigruten)
