Hurtigruten has unveiled a clever new creative platform that fully embraces its Norwegian heritage to stand out in the competitive cruise industry. This campaign, developed by the newly established advertising, brand, and marketing consultancy Joint Effort Creative (JEf), aims to differentiate Hurtigruten by highlighting its authentic Norwegian roots.
Damian Perry, Hurtigruten’s Managing Director for the Asia-Pacific region, noted that cruise brands often blend together in travel publications due to similar messaging and layouts. “As a Norwegian-flagged company with local staff onboard our ships and leading our shore excursions, we wanted to leverage this unique aspect to solidify Hurtigruten’s position as the leading expert in Norwegian coastal cruising,” Perry said. “With over 130 years of voyaging along this stunning coastline, we are deeply proud of our heritage. Our goal was to convey the essence of Norwegian culture to our audience, making them appreciate the incredible people who bring our voyages to life.”
The campaign brings Norwegian idioms to life by translating them literally and then interpreting their actual meanings, all set against breathtaking scenic imagery. For example, the idiom ‘A ta det for god fisk’ translates to ‘Take it as good fish,’ which actually means ‘to believe something without doubt.’
Additionally, the campaign highlights Norwegians’ love for the outdoors with sayings like ‘Ut på tur, aldri sur’ – meaning ‘Out on a trip, never grumpy’ – which aligns with Hurtigruten’s focus on providing authentic, local experiences as part of its itineraries.
Josh Stephens, co-founder and creative director of JEf, emphasized the importance of staying true to Hurtigruten’s Norwegian identity in the campaign: “Hurtigruten is renowned as the original way Norwegians travel their majestic waterways. It made sense that if the experience is authentically Norwegian, the advertising should be too.”
The campaign will make its national debut across various channels, including outdoor, digital, press, and Spotify, and will focus on Hurtigruten’s Original Coastal and Signature voyages. The campaign will also target key global markets like the UK and North America.
To make sure clients feel like ‘en gladlaks’ – or ‘a happy salmon’ – Hurtigruten is offering savings of up to AU $1200 per cabin on selected Original voyages and up to $1400 per cabin on selected premium Signature voyages, valid for new bookings made between 1 August 2024 and 30 September 2024. *T&Cs apply.
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