Hurtigruten has introduced its new Norwegianess campaign just one week following the receipt of its Made in Norway certification from Innovation Norway. This 131-year-old Norwegian legacy cruise line was the sole travel brand included in the initiative aimed at promoting and celebrating the finest aspects of Norwegian craftsmanship, authenticity, and sustainability on an international level.
Hurtigruten‘s recent brand initiative, Norwegianess, emphasizes the company’s deep-rooted Norwegian heritage through a clever and engaging promotion. This campaign features unique local idioms presented in their original language, accompanied by translations and interpretations that shift from literal to contextual meanings, all set against a backdrop of stunning scenic and experiential visuals.
The innovative concept incorporates cheerful Norwegian expressions, such as “A ta det for god fisk,” which translates to “Take it as good fish.” However, for Norwegians, this phrase signifies “to accept something without question.” Additionally, the campaign acknowledges the Norwegian affinity for outdoor activities and nature exploration, exemplified by the fitting saying “Ut på tur, aldri sur,” meaning “Out on a trip, never grumpy.” This aligns seamlessly with Hurtigruten’s emphasis on genuine, local experiences within its travel itineraries.
(eTN)| re-post license | post content