LOVING these gorgeous images currently being used to promote the rebranding of Hurtigruten, the Scandinavian cruise line already well-known for its iconic travel posters.

They help set separate identities for the two newly marketed sides of the operation – HX (for expedition experiences) and Hurtigruten (sailing the coastal cruises for which the line is famous).

Hurtigruten Expeditions launched the world’s first expedition cruise in 1896, and is the global leader in expedition cruising, sailing to over 250 destinations in more than 30 countries.

Hurtigruten Norway, which last year celebrated 130 years of operating the original Norwegian Coastal Express, continues with the iconic name, signifying “the fast route” in Norwegian.

Each brand enjoys a website redesign and the individual adverts currently being screened on TV, while all of the fleet’s six ships should be resplendent in their new liveries by the end of the year.

The TV ads cleverly capture the different appeal of each brand, reaching out to passengers of all ages, showing that there can be more to a holiday than cruising’s once staid image.

As regular readers of the blog will know, I’ve long been a fan of Hurtigruten’s stylish poster art, which has blended rich maritime tradition with 21st century design.

Read more: Beautiful travel posters promote return of iconic cruises