Hurtigruten Launches ‘Norwegianess’ Campaign Celebrating Norwegian Heritage

Hurtigruten, the renowned Norwegian cruise line, has unveiled a new brand campaign called “Norwegianess,” which creatively highlights its deep Norwegian heritage. The campaign embraces a quirky and playful approach, showcasing the unique culture of Norway through common Norwegian idioms and stunning visuals of iconic Norwegian landscapes.

The “Norwegianess” campaign features well-known Norwegian phrases, presented in both their original language and English translations. For example, the phrase “å ta det for god fisk” directly translates to “take it as good fish,” but its actual meaning is “to believe something without doubt.” Another idiom, “ut på tur, aldri sur,” which means “out on a trip, never grumpy,” perfectly captures the Norwegian love for outdoor adventures and spending time in nature.

This playful and culturally rich campaign is timed to follow Hurtigruten’s participation in the “Made in Norway” initiative, a government-led effort aimed at promoting Norwegian craftsmanship, authenticity, and sustainability across the globe. The “Norwegianess” campaign emphasizes Hurtigruten’s dedication to providing an authentic Norwegian experience, both in the destinations it visits and the experiences it offers aboard its voyages.

In addition to the new campaign, Hurtigruten is offering significant savings to travelers. Guests can save up to $1,000 on the company’s classic “Original” voyages, or earn up to 6,000 Norwegian kroner in onboard credits on premium, all-inclusive “Signature” cruises. To take advantage of these deals, travelers must book their voyages before November 21.

Carly Biggart, Hurtigruten’s vice president of the Americas, expressed the importance of the company’s Norwegian identity in the campaign. “Our ‘Norwegianess’ is one of our most important unique selling points, and we are proud of our Norwegian heritage,” said Biggart. “We know that our future guests are looking specifically to experience Norway in the most authentic way possible, and that’s where we excel. We know the Norwegian coast better than anyone.”

Hurtigruten has a long history of sailing along the Norwegian coast, with over 131 years of experience. Biggart emphasized the unique perspective Hurtigruten offers to travelers, thanks to its local crew members, who hail from towns and cities along the route. “Our crew onboard are from the various towns and cities along the coast, and they will gladly share their tips. You cannot get closer to experiencing the real Norway than that,” she added.

The “Norwegianess” campaign perfectly aligns with Hurtigruten’s goal of delivering a genuine and immersive Norwegian experience. From exploring Norway’s natural beauty to learning about its culture and traditions, guests on Hurtigruten voyages are treated to an unparalleled adventure.

By blending authentic Norwegian idioms with breathtaking visuals, Hurtigruten’s new campaign taps into the essence of what makes Norway special, while also offering enticing savings for travelers eager to explore the Norwegian coastline. The campaign reinforces the cruise line’s commitment to authenticity, sustainability, and its long-standing heritage as a leader in Norwegian travel experiences.