Hurtigruten has introduced its new "Norwegianess" campaign, launched shortly after receiving the prestigious Made in Norway certification from Innovation Norway. As the only travel brand in this initiative, Hurtigruten continues to showcase the best of Norwegian craftsmanship, authenticity, and sustainability, aligning its 131-year legacy with global recognition.
The Norwegianess campaign highlights the company’s deep-rooted Norwegian heritage through a creative and playful approach, using local idioms that are both translated and interpreted for international audiences. Paired with stunning visuals of Norway’s landscapes and cultural experiences, the campaign bridges the gap between literal and cultural meanings of expressions. For instance, the saying “A ta det for god fisk” (Take it as good fish) is used to convey the message of believing something without doubt. Similarly, “Ut pa tur, aldri sur” (Out on a trip, never grumpy) reflects Norway’s deep connection to outdoor exploration, echoing Hurtigruten’s focus on delivering genuine, local experiences.
In celebration of this campaign, Hurtigruten is offering travelers up to US$1,000 in savings on its Original voyages or the equivalent of up to 6,000 Norwegian kroner in onboard credit for excursions on its premium, all-inclusive Signature voyages, available for bookings made before November 21st, 2024.
Hurtigruten’s role in the Made in Norway project reflects its adherence to strict quality and sustainability standards, cementing its status as a leading ambassador of Norwegian excellence on the global stage. This certification is designed to bolster the international competitiveness of Norwegian products and services, ensuring only the highest standards are met under the new Made in Norway brand.