| Hurtigruten’s US pronunciation push

HURTIGRUTEN has launched a USD$2 million brand campaign in the United States, with a tongue-in-cheek slogan teaching the public how to pronounce the cruise line’s name.

The Hurtigruten Expeditions and Hurtigruten Norwegian Coastal Express offerings will be showcased through spectacular destination imagery along with the tag line “her*tuh*groo*tin*/Hard to say. Impossible to forget”.

The two-month promotion will run in Colorado and Minnesota, and is Hurtigruten’s biggest-ever investment in a single consumer campaign in the United States, for the first time featuring radio and billboard advertising.

Denver is being included because it is home to potential cruisers who enjoy the great outdoors, while the Minneapolis & St Paul markets have large Norwegian communities.