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Norwegian Cruise Liner Hurtigruten Selects Hill+Knowlton Strategies

Oslo-based Hurtigruten, a leader in unique, nature based expeditionary experiences along the Norwegian coast, in the Arctic and Antarctic, and to new destinations such as Canada and the Amazon, is teaming up with Hill+Knowlton Strategies to broadcast, showcase and support Hurtigruten as it significantly expands operations.

“It was important to find a global partner that effectively translates our DNA into great stories via as many media channels as possible,” says Anne Marit Bjørnflaten, Senior Vice President, Communication at Hurtigruten. “Hill+Knowlton is one of the best communication’s agencies in the world, and we were impressed by their ability to combine an understanding of our brand, creativity and methodology into an innovative and strong strategy.”

Hurtigruten has previously collaborated with a range of PR agencies in various markets and regions. Now, the company will centralize all public relations coordination and management in the Norway office with localized activity in individual offices within Hill+Knowlton’s global network. Each office, including the U.S., will report to Oslo’s Gambit H+K office who will then report results to the Hurtigruten global PR manager in Oslo, Øystein Knoph.

“The Hurtigruten brand, history and growth ambition, makes them an iconic company that we are privileged and proud to work with,” says Roland Berg Lie, Director of Market Communication at Gambit Hill+Knowlton.

Hill+Knowlton’s Oslo office will manage and coordinate all Hill+Knowlton offices in Hurtigruten’s main markets: Germany, Great Britain, France and the USA, in addition to new growth markets such as China, Japan, India, Australia and New Zealand. Hurtigruten will have control over PR activities in Norway, while Hill+Knowlton will advise and adapt for Denmark and Sweden.

“Hurtigruten has been a pioneering company since 1893. Today, the company combines tradition, innovation and sustainability into a modern and popular premium experience product appealing to adventurous travellers from all over the world,” notes Bjørnflaten. “Together with Hill+Knowlton, we will take new leaps in creating our own category. To succeed, it is very important to ensure all of our earned, payed and owned initiatives mutually enhance and strengthen each other. We sail where no one else sails and can offer unique experiences, stories, images and videos.”

Berg adds, “Hill+Knowlton is one global company, and not just a network of offices. As one company, we can provide creative and integrated solutions across many markets. We look forward to partnering with Hurtigruten in both mature and emerging markets.”

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