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. 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.