Re-positioning

A new cruise concept

Hurtigruten
Maximising brand . Promoting quality. Managing effectively. Generating income.

To reposition the concept and image of Hurtigruten’s Coastal Express (Norway) and their Exploring Cruises (Antarctica and Greenland) in the Spanish market & increase awareness after four years since they arrived to the market.
To launch a new concept of cruises (cruises that are not cruises: no disco, no bingo… nature oriented voyages).
To generate coverage in travel and lifestyle media.
To boost sales (pull – push strategy).

To launch the concept in the Spanish market – press events in Madrid and Barcelona.
Monthly press releases.
Regular contact to main travel journalists.
Individual & group press trips to Norway, Antarctica and Greenland.
Regular co-participated promos in key media & travel awards.
Advertising campaigns in key travel and lifestyle media (off-line & on-line).
On line promos in main large corporations intranets.
Sales force support.

Coverage in over 1000 media including Hurtigruten’s website or sales telephone (Conde Nast Traveler, Fuera de Serie, El País, El Mundo, La Vanguardia, El Periódico de Catalunya, TVE, Tele 5 TV, Europa Press, EFE, COPE, Onda Cero, Radio Nacional de España, etc).
Advertising: More than 30.000.000 impacts – space purchase with discounts of over 100%.
Condé Nast Traveller Awards Finalist in 2010, 2012 and 2013.
Press clipping advertising value of over 80.000.000€ 2007-2012.
Database of more than 20.000 participants for sales purposes.
After the re-launch, the sales of Hurtigruten increase by 35% in comparison to the previous year.
In 2010, 2011 and 2012, Hurtigruten has increased sales and has become the signature brand for the polar exploring cruises segment in the market.