- Blue-C helped build global visibility and credibility for The Fjords’ pioneering vessels.
- Northern Xplorer advancing a zero-emission cruise ship concept for northern destinations.
- Strategic publicity boosting stakeholder confidence on pathway to construction.
The distinctive design of The Fjords’ innovative sightseeing vessels makes them stand out – but they were an eye-catcher long before they hit the water through the company’s successful media partnership with leading maritime PR consultancy Blue-C that gave the project global exposure.
Delivery of Vision of the Fjords (2016) and Future of the Fjords (2018) has raised the game for green operations in this niche segment as the vessel pair have demonstrated a new standard for low-impact tourism in some of Norway’s most sensitive destinations, including the UNESCO-listed Nærøyfjord.
Proven publicity impact
“The Fjords really demonstrated first-hand what focused, international communications can deliver, enabling us to capitalize on widespread market attention to turn bold ambition into a commercial reality,” says Rolf André Sandvik, who developed and led the innovative project, and is now looking to redefine sustainable cruising with his latest venture Northern Xplorer.
“We could see it directly on the bottom line: Blue-C’s thorough communications work was a real contributor to The Fjords’ success, helping us achieve global exposure that translated into measurable business results.”
Blue-C supported The Fjords with professional English-language content and proactive media services that strengthened brand credibility, helped secure investor support for construction, and created strong awareness ahead of launch.
Press tours leading up to the delivery of each vessel boosted the “enormous attention” gained by the project across the globe, contributing significantly to its subsequent success while also giving visibility to participating suppliers, according to Sandvik.
And he believes the publicity generated by Blue-C was a major contributing factor to each vessel winning Skipsrevyen’s Ship of the Year award – previously unheard of in the industry.
Same playbook, bigger ambition
Building on that experience, Sandvik is now going to the next level with Northern Xplorer that aims to develop the world’s first zero-emission cruise ship to promote premium, eco-friendly and small-scale cruise exploration in the north.
Like many start-ups with high ambitions and complex projects, Northern Xplorer depends on credibility and market confidence to convert a pioneering concept into a buildable reality. And, to accelerate that journey, Northern Xplorer Founder and CEO Sandvik has continued the collaboration with Blue-C.
“Blue-C’s extensive global maritime media reach has been instrumental in helping us build awareness and credibility in the right arenas,” says Sandvik. “That visibility has supported our investor dialogue and strengthened recognition of the project across the wider maritime ecosystem.”
Zero-emission cruise concept
Through targeted storytelling and global distribution of press releases, Northern Xplorer has highlighted key project developments – such as its letter of intent with Portuguese shipbuilder West Sea – resulting in follow-up interviews with leading maritime publications and opportunities to present the project at relevant industry events.
“This visibility has helped move us from early concept into a far more mature phase,” Sandvik says. “It has strengthened stakeholder confidence as we work to finalise the remaining pieces needed to start construction.”
Northern Xplorer is progressing an advanced premium explorer vessel concept designed to meet rising sustainability expectations and tightening regulation in sensitive fjord destinations. The 250-passenger concept is built around fully electric propulsion, with energy supplied by batteries and hydrogen fuel cells, and charging via clean shore power when in port (subject to final engineering and approvals).
Creating value, curbing overtourism
The concept aligns with the direction of travel in Norway’s fjord regulation, including zero-emission requirements in World Heritage fjords from 1 January 2026 for passenger vessels under 10,000 gross tonnes, and from 1 January 2032 for larger vessels.
Beyond the environmental footprint, Northern Xplorer aims to support a healthier tourism model. By developing new itineraries and destinations, the concept can help reduce congestion at established hotspots while generating economic activity for smaller communities.
“As demand for sustainable cruising grows, the winners will be those who combine technology innovation with credible market positioning,” Sandvik says. “That’s exactly why we continue to work with Blue-C – to help repeat the success we achieved with The Fjords.”
Blue-C Managing Director Kent Erik Kristiansen says: “It is truly an honour to support Northern Xplorer’s efforts to carve an innovative sustainability path for others to follow in cruise and passenger shipping. We are delighted to be a part of this story.”