Hurtigruten embraces its innate ‘Norwegianess’ in a new global campaign that aims to cut through the cookie-cutter cruise market and differentiate the brand’s uniqueness as a Norway-based company along with savings of up to AUD$1,400 per cabin.
The campaign’s creative concept features Norwegian idioms in their original language translated and interpreted from literal to actual meaning against a scenic backdrop that recognises Norwegians’ love of the outdoors and nature.
It’s a national irreverence that can also be seen in Visit Oslo’s recent tongue-in-cheek tourism campaign that’s become a viral global hit.
Melbourne-based Joint Effort Creative (JEf) crafted the new ad platform with Co-Founder & Creative Director Josh Stephens saying Hurtigruten’s authentic Norwegian identity is central to the campaign.
“Hurtigruten is famous for being the original way Norwegians travel their majestic waterways, so it made sense to us that if the experience is wonderfully authentic, the advertising should be as well,” he said.
Hurtigruten Managing Director Asia-Pacific Damian Perry said it is often hard to differentiate cruise brands in travel publications due to similar messaging and layout.
“Being Norwegian flagged with local staff both on board our ships and leading our shore excursions, we wanted to capitalise on this point of difference and cement our position as the leading experts in Norwegian coastal cruising,” he said.
The omnichannel campaign will target cruisers in Australia, North America and the UK, spotlighting the brand’s Original Coastal and premium Signature voyages.
Cruisers can save up to $1,200 per cabin twin-share on select Original voyages and up to $1,400 per cabin twin-share on Signature voyages from 1 August – 30 September 2024.
For more info, head to hurtigruten.com
