Hurtigruten Group shares more details on brand split

Hurtigruten Group shares more details on brand split

New video campaigns, websites and brochures available for Hurtigruten and HX 

New visual profiles, websites, social channels, brochures, booking material and adverts are being unveiled by Hurtigruten and HX in time for the wave peak booking period.

New logos and distinct visual identities will differentiate the Norwegian sister brands in a bid to set them apart from rivals and strengthening their position as “global leaders in sustainable travel”.

Highly effective short-form video campaigns provide a quick way for travel agents to grasp the new identities of each brand.

HX's 'Change the Way you See the World' campaign focuses on Norway's long history with expedition cruising, presenting the expedition line as a eco-conscious way to explore all points of the compass, where "polar bears roam and penguins dance."

Hurtigruten's 'Live the Legend of Norway' campaign invites cruisers not to just visit Norway, but to live it and breathe it, with tempting snapshots of Norway's stunning coastline. 

The switch from Hurtigruten Expeditions to HX to distinguish itself from Norwegian coastal voyage operations under the brand of Hurtigruten was announced in September 2023.

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Passengers will see HX’s rebrand with updates to uniforms, room key cards, crew name badges and water bottles over the next 12 months. The fleet of six ships will be repainted and proudly sail under a new livery by the end of 2024.

Both websites have been redesigned to articulate their unique brand stories more clearly. Visitors can now access HX's revamped website while Hurtigruten will use the original address, where a split screen will guide visitors to either brand page until April 2024.

HX and Hurtigruten are wholly owned by Hurtigruten Group, forming a portfolio of sustainable travel brands that includes extensive land-based activities such as hotels and restaurants through Hurtigruten Svalbard.

The group also holds a quarter share in Ecuador-based Metropolitan Touring, known for pioneering sustainable travel in the Galápagos Islands.


Group chief executive Daniel Skjeldam said: ”This marks a defining moment as HX and Hurtigruten embark on the next phase of their distinct journeys as leaders in global sustainable travel. HX’s rebrand solidifies our commitment to lead as the world’s most sustainable expedition cruise company.

“The refreshed brand reflects who we are and the values we live and breathe every day. We are dedicated to safeguarding the environments, wildlife and communities central to our adventures. Our commitment to science and education not only fuels our curiosity but also ensures a mindful approach: it’s not solely about where we go, but how we get there.

“Though united by a mutual dedication to sustainability, each brand has its own unique story to tell. Bringing their distinct identities to life is key to setting them apart, and essential for global audience growth.”

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