In Norway, Hurtigurten is an iconic and beloved brand like Coca-Cola with many vocal and emotionally-connected brand evangelists. In North America, needless to say, it’s a difficult name to pronounce and has little brand awareness. To begin brand building activities, I created a series of advertisements to introduce travel agents to Hurtigruten and educate them about the brand and its products. Those who recognize Hurtigruten know of the the daily cruises along the Coast of Norway 365 days a year. 

I created this advertisement to capture travel agents’ attention and educate them about the explorer product series — more than 50 active expeditions to destinations like Chile, Antarctica, Spitsbergen, Costa Rica, Panama, Brazil, Iceland, and Greenland. And, most important, to create a splash and excitement around the announcement of the world’s first cruise ship operating on hybrid election propulsion.

This advertisement ran on the cover of Travel Weekly, the leading trade publication in the travel industry with a print circulation of almost 100,000 travel agents.