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Hurtigruten sends expeditions on a new path with major brand evolution


Travellers will notice a new name on the side of Hurtigruten’s expedition vessels in the coming months.

Hurtigruten Group has unveiled a new brand for its global expedition operations.

Hurtigruten Expeditions will begin a major rebrand of its global adventure cruise operation to enhance commercial autonomy, with a new name to be rolled out on brochures, websites, social media and ship liveries.

From December, the company’s expedition arm will be known as ‘HX’ to clearly differentiate its guest experience and end confusion with its traditional Norwegian Coastal Express supply route that has been running for 130 years.

This historic trade route along the Norwegian coast between Bergen and Kirkenes, first operated in 1896, will retain the name ‘Hurtigruten Norway’ while remaining under the full control of the Hurtigruten Group parent company.

The new HX logo.

Separately, the HX brand and logo will begin appearing on company materials from December, with livery repainting to begin over the next 18 months.

"We are excited to see the evolution of the HX identity, as it unlocks the potential and distinctiveness of the brand offering. We know that HX's pioneering and sustainable journeys resonates with Australian and New Zealand travellers," says Hurtigruten's Managing Director Asia Pacific, Damian Perry.

The rebrand completes a strategic separation process which began in 2021, with internal restructuring and support functions also carried out to ensure proper delivery of different experiences for travellers.

Travellers and travel advisors will start to see the new brand in action from December.

HX will continue to offer its brand of small-ship explorations backed by scientific research, expert lectures and community advocacy to destinations including Antarctica, the Galápagos Islands, Greenland, Svalbard, West Africa, Alaska, Iceland, Canada’s Northwest Passage, the British Isles and more.

The brand’s battery hybrid powered ships, MS Roald Amundsen and MS Fridtjof Nansen, will helm the HX fleet, while nine other vessels will ply the Norwegian Coast trade route under the Hurtigruten Norway brand.

Hurtigruten Group CEO Daniel Skjeldam said today’s evolution of our brand identities is the culmination of work that started in 2021.

“HX will remain at the forefront of expedition cruising and sustainable travel as we continue to significantly grow its global presence while strengthening Hurtigruten’s iconic position on the Norwegian coast,” Skjeldam said.

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Written by: Matt Lennon
Published: 20 September 2023

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