Background
Hurtigruten is an iconic brand in Norway. Founded in 1893 as the Coastal Express shipping company, it served Norway’s dramatic North Atlantic coastline, providing a lifeline to remote towns and fishing villages. Its ships crossed the Arctic Circle on each voyage. By 2006, Hurtigruten was operating a fleet of modern cruise ships into the Arctic and Antarctic, as well as a fleet of car and passenger ferries along the Norwegian coast. Faced with pressure from large international cruise operators, Hurtigruten asked Landor to help revitalise its brand.

Challenge
Hurtigruten faced a multitude of brand challenges. Two shipping companies that operated Hurtigruten had merged and a new unified identity and brand architecture were required. The outdated brand proposition and visual identity failed to capture the unique experience of the Norwegian round-trip voyage, and could not promote the Arctic and Antarctic cruises internationally because a variety of names and identities were used in different markets. Most importantly, the brand lacked relevance with younger travellers and needed to increase traffic outside the peak spring and summer seasons.

Solution
Landor worked with senior management and international sales agents to define a strong and compelling Brand Driver™. Exceptionally Real was chosen to celebrate the brand’s authenticity as a genuine experience during which passengers get close to the environments and communities they visit. Hurtigruten’s signature black ships provided a clear alternative to more conventional 'white ship' cruises that isolate passengers from local surroundings. The bold new look and feel traded on the black and red ships, combining their authentic utility with a refined cruise experience.