The new solutions feature instantly co-brandable marketing landing pages that highlight Hurtigruten itineraries, ships, promotions and destination insights.

Advisors can leverage AI to personalize and deliver these content experiences across various client marketing touchpoints, from websites and emails to in-person events using QR codes.

Carly Biggart, head of Hurtigruten in North America, said: “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.

“Thanks to our partnership with Approach Guides, we have now launched six content experiences of the top reasons why guests choose Hurtigruten: the Northern Lights, the Midnight Sun, our unique Chief Aurora Chaser, the spirit of Norway, solo traveling, and our world-class culinary offerings. Their technology now enables our valued travel advisor partners to share this content with their clients to truly highlight what makes Norway special and why Hurtigruten is the best way to experience it.”

“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,” said Approach Guides co-founder and CMO Jennifer Raezer.

“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.”