Hurtigruten & Approach Guides Unveil New Marketing Tools

Hurtigruten has partnered with Approach Guides to introduce innovative solutions featuring instantly co-brandable marketing landing pages. These pages showcase Hurtigruten’s itineraries, ships, promotions, and destination insights, making it easier for travel advisors to engage clients.

Advisors can use AI-driven tools to customize and distribute these content experiences across various marketing channels, including websites, emails, and even in-person events via QR codes.

Carly Biggart, head of Hurtigruten in North America, emphasized the importance of travel advisors in the company’s expansion:

“No cruise line knows Norway and the Norwegian coast better than Hurtigruten, and telling the country’s story is central to our business. Travel advisors are vital to our success, especially as we continue to see significant growth in the North American market. That’s why we’re committed to providing them with top-tier content and tools—not only to deepen their own understanding of our breathtaking destination but also to inspire their clients’ future travel. It is therefore important for us to provide them with the best possible content and material so that they can not only learn themselves about our beautiful and exciting destinations but also share it directly with their clients.”

Through this partnership, Hurtigruten has launched six curated content experiences that highlight key reasons travelers choose the cruise line, including the Northern Lights, the Midnight Sun, the Chief Aurora Chaser, the essence of Norway, solo travel opportunities, and its renowned culinary offerings.

Jennifer Raezer, co-founder and CMO of Approach Guides, explained Hurtigruten’s unique approach to utilizing their technology:

“Hurtigruten is doing something very different with our technology as they deeply appreciate that advisors first need to inspire clients with a destination and possible experiences before selling a product. And rather than focus on offers or product features, they provide story-driven marketing content to advisors: tips on when and where to experience the Northern Lights, what is a ‘Midnight Sun’ and inspiration on Norway’s rich food culture.”

Raezer also highlighted how the conversion-optimized storytelling aspect of their technology enhances engagement:

“Our conversion-optimized storytelling is what makes our technology such a natural fit for Hurtigruten. Advisors can now pick up and quickly share personalized, story-driven marketing content with clients, then sit back and collect the leads.”

This collaboration underscores Hurtigruten’s commitment to equipping travel advisors with powerful marketing tools, helping them inspire clients and drive interest in Norwegian travel experiences.