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