Cruise operator reviews 10m integrated account

cruise%20shipHurtigruten, the Norwegian cruise operator, is reviewing its integrated advertising account. It is understood to be worth more than £10m.

The company is looking to appoint a lead global agency for the first time. It will be charged with consolidating the company’s regional advertising strategies over the next year.

A shortlist, which is understood to include UK agencies, has already been drawn up and a decision is thought to be imminent.

The operator is also looking to appoint a global agency for its media planning and buying business, as part of the “final phase of bolstering the marketing plans”.

Hurtigruten’s advertising is currently handled by regional agencies and its in-house team. In the UK, its advertising is created by an in-house team led by managing director Iain Cottam.

It also works with Total Media Direct, which won its £2m UK media planning and buying account. It is not clear how the agency will be affected by the review.

Christian Bue Nordahl, its global marketing director says: “Until now, we have had a combination of local agencies and regional teams developing marketing strategies. We are now in the final stages of appointing a global lead agency to our roster.”

Nordahl says the holiday group is seeking an agency with a global footprint and strong presence in Norway.

Hurtigruten is hoping to make an announcement by mid-December.


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