Press release -
Hurtigruten Leads Global 'Made in Norway' Campaign Launch
Oslo, Norway (August 22, 2024) – Hurtigruten, the undisputed travel expert on Norway and its stunning coastline, is the only travel brand part of the new major initiative Made in Norway, a visionary project by the Norwegian government and spearheaded by Hurtigruten partner Innovation Norway. The initiative has been created to promote and celebrate the very best of Norwegian craftsmanship, authenticity, and sustainability on a global scale.
Launched August 21, 2024, in Oslo, Norway, Made in Norway is now official following its initial pilot phase. Hurtigruten is one of 22 Norwegian brands, which also includes two of the coastal cruise liner’s partners and suppliers, Aurora Spirits and Mack Brewery, both located in or near Tromsø, in Arctic Norway.
To be invited into the Made in Norway project, a company must adhere to a rigorous application process that includes stringent criteria focusing on product excellence and a clear commitment to sustainability, ensuring that only the highest standards of Norwegian quality are upheld under the new Made in Norway brand. The certification trademark is designed to increase the competitiveness of Norwegian products and solutions on the international market.
“Hurtigruten is the ultimate travel brand to represent Made in Norway around the world. With our 131 years of operations and long-time ambitions for more sustainable solutions, no other brand knows, highlights, or supports the Norwegian coast and its amazing local communities as we do. Our food concept has been called Norway’s Coastal Kitchen for over a decade, as 80% of all our food onboard is locally sourced in high season, offering our guests the best possible taste of Norway, both in terms of senses and tastes. We represent Norway with honor, along the coast and in Svalbard, and across the world,” said Hurtigruten CEO Hedda Felin.
Furthermore, the Made in Norway initiative is launched during Hurtigruten’s Live the Legend of Norway campaign, further underlining Hurtigruten’s alignment and commitment to promoting not just destination Norway, but the full embodiment of everything Norway represents to visitors.
Hurtigruten has been working closely with the Norwegian government and Innovation Norway for decades and strengthens this with the global rollout of Made in Norway.
“The Made in Norway label of origin is an important part of the government’s initiative to strengthen and increase Norwegian exports. We are proud that Hurtigruten is one of the early adopters of the label. Hurtigruten’s products and services are based on Norway, our history, culture and nature, and thus represent a perfect match for Made in Norway. We are excited to see the label applied to experiences as well as to physical products,” said Innovation Norway CEO Håkon Haugli.
Hurtigruten has launched multiple industry-leading initiatives, most recently its commitment to reach zero edible food waste and the SeaZero project that is currently in its research and development phase to create its first zero-emission ship by 2030. It also follows the largest upgrade in European maritime history that is currently underway, and by first-quarter 2025, Hurtigruten’s fleet will comprise four battery-hybrid-powered ships, as well as an overall 25% reduction in fuel consumption and CO2 emissions across the fleet.
Hurtigruten has also taken a leading position in not only offering travelers the best possible way to experience Norway but is also a natural leader in promoting one of the country’s biggest draws, the Northern Lights. The cruise liner’s unique Northern Lights Promise celebrates its 10th anniversary this year, and earlier this year, it introduced the world’s first Chief Aurora Chaser, astronomer Tom Kerss. This upcoming 2024/25 winter season, Hurtigruten offers nine astronomer-led itineraries hosted by an astronomer.
As of now, Hurtigruten will incorporate the Made in Norway branding worldwide across channels and markets reaffirming its commitment to promoting Norwegian excellence and sustainability in the travel industry, as well as its own Made in Norway site.
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About Hurtigruten
The unique Original Coastal Express Voyages have remained the very same for most of the 131 years since Hurtigruten conceived the itinerary up and down the Norwegian coast on July 2, 1893. The route, from Bergen to Kirkenes and back, takes in 34 enchanting coastal communities set amongst world-famous fjords, on idyllic islands and tucked under towering mountains. These itineraries have been the lifeblood of the coastal communities since that first day, making Hurtigruten an authentic Norwegian travel experience.
Hurtigruten’s Signature Voyages are the venerable cruise line’s newest category, a premium experience created to significantly elevate the Norway cruising experience and redefine small-ship sailing.
• The Svalbard Line sails in the summer and lets passengers relive the adventures of the early explorers by traveling up the Norway coastline to the Svalbard archipelago in the Arctic Ocean.
• The North Cape Line in the winter sends you high into the northern landscape to view the magical Northern Lights.
