Norwegian Coastal Voyage will officially adopt the name of parent group Hurtigruten ASA, effective this week for U.K. business. The company will continue to operate as NCV in the U.S. and mention the name of our parent company to slowly educate the overseas market about the Hurtigruten name, said Hans Rood, president of NCV in New York.

Rood said the new name has actually been used for the last 100 plus years and is synonymous with our 15 ships offering Norwegian Coastal Voyages, as well as exploration cruises in Antarctica, the Arctic, Greenland and the Lofoten.

He added its not a rebranding because the fleet has been known as Hurtigruten in Europe for 120 years.

Rood said that it was important to make the change because the name Norwegian Coastal Voyage did not speak to the full line of itineraries now offered -- Antarctica, Spitsbergen, [and] Greenland. ... Hurtigruten better represents the unique style of voyage for all our destinations.

The company will spend the next few years educating the U.S. market as to its new name, Rood said, which means the fastest route and was created to describe the voyage from Bergen, Norway, to the Arctic Circle and outposts of northern Norway.

NCV will also introduce a new logo to be globally introduced, beginning in the U.K. on all brochures and literature starting July 7.

To contact reporter Johanna Jainchill, send e-mail to [email protected].

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