Promoting the Norwegian Coast in the Heart of Times Square

As the newest addition to the classic coastal route from Bergen to Kirkenes and back, Havila Voyages has brought a completely new dimension to traveling along the Norwegian coast. The company’s newly built ships have reduced emissions by as much as 35% compared to the reference figures in their contract with the Ministry of Transport & Communications – marking the lowest climate gas emissions ever recorded on the coastal route. On board the modern ships, guests enjoy a culinary concept that not only reflects excellent Norwegian food traditions with an international twist but also reduces food waste to well below industry standards – all without compromising on taste and quality. Havila Voyages has received a very positive reception since its launch, with customer satisfaction surveys indicating the company has hit the mark with its concept.

Building a brand as a newly established company doesn’t happen overnight, and the company has aimed to gain a greater market share, particularly in the United States. Since 2022, the number of guests from the U.S. has increased from 8% to well over 20% of the customer base – and it doesn't stop there.

“We are constantly looking for ways to increase awareness of our product and have invested significant time and resources in digital marketing, in addition to our branding campaign ‘Enter the Northern Calm’, where we launched the world’s first noise forecast,” says Mette Øyen, Chief Marketing Officer of Havila Voyages.

The latest initiative from the company includes large digital ads right in the middle of Times Square in New York.

“We received an offer that was too good to refuse and quickly got to work producing materials suited for the screens. Now we’re visible around the clock right in the heart of Times Square, and we’re already seeing increased traffic to our website – proof that this stunt is having an effect,” says Øyen.

“This is, of course, an excellent advertising spot for us, and you get some Norwegian tourism promotion thrown in as well,” she concludes.