Since February 2016, Hurtigruten has changed its business model drastically – going from a publicly traded company to a PE-owned model. 

The process involved creating a global PR organisation, and Gambit H+K was chosen for this strategic and tactical task. The global team consists of Gambit as the HUB and teams in key markets such as Germany, UK, USA and France. In addition, teams are in place in several other markets – serving Hurtigruten on an ad-hoc basis. 

H+K has created a messaging platform that aims to both change and varnish the global Hurtigruten brand. Key tactical deliverables are: Global campaign rollouts, international grand events, global press release distribution and large scale press trips. 

Nature, culture and activities 
One of the campaign rollouts was when the new ship MS Spitsbergen was ready to set sail. Under the concept name «The midnight adventure», Gambit H+K Strategies combined nature, culture and activities in a new format. This is part of the new brand strategy for Hurtigruten. The christening of MS Spitsbergen was unlike any previous christening of a Hurtigruten ship. 

In early July 2016, MS Spitsbergen was christened in Svolvær by godmother Cecilie Skog. The event lasted a full day for the local population and invited guests. The ceremony itself, activities throughout the day, showcase of how local food is presented to Hurtigrutens guest and a grand concert was executed with great success for thousands of participants. After the christening, selected members of the press took part in a press trip to beautiful Lofoten.