Hurtigruten’s New Brand Campaign Highlights Its ‘Norwegianess’

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. Travelers must book before November 21 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.”