NEW YORK -- Hurtigruten became the official name of Norwegian Coastal Voyage today. The change was celebrated at an event here today with Hans Rood, president of Hurtigruten, and Ambassador Liv Morch Finborud, the Consul General of Norway, in attendance.
Standing by a sign with the new name along with a pronunciation key reading "Her-Te-Grew-Ten," Rood said that while it is difficult to change a brand's name, "there is a clear disconnect" between NCV and its parent company, which has been called Hurtigruten in Europe for more than 100 years.
"We are now officially calling ourselves what we've [always] been calling ourselves," he said to a small group of reporters.
Previously, the line had been called Norwegian Coastal Voyage in North America and the U.K., and before that was known as Bergen Line Services. The company adopted the Hurtigruten name in the U.K. last year.
Finborund also spoke and said that in Norway, Hurtigruten is a very well-known and respected brand.
"Norwegian Coastal Voyage, I don't associate with anything specific," she said. "With Hurtigruten any Norwegian would know what you are talking about."
NCV said it would be changing its name in June, and started putting Hurtigruten on all its literature in July. Starting today, Hurtigruten will be the name used on its Web site, literature and on its ships, although it will say Norwegian Coastal Voyage underneath the name to remind those still familiar with the NCV name.
Rood said that over the last year, Hurtigruten's North America business has doubled, in both passengers and revenues. Voyages on the Norwegian Coast and in Antarctica are especially popular with North Americans, he said, while the company hopes to do better with its Greenland and Artic trips.
To contact reporter Johanna Jainchill, send e-mail to [email protected].