Specialist cruise line Hurtigruten has launched a website for agents to try to attract more business through the trade.

It is the first time the niche operator has run a dedicated trade website and follows a focus group with 30 agents to find out what they needed to sell more voyages.

Hurtigruten’s head of commercial Kathryn Beadle said the information-based site was the first phase of its web strategy and there were plans to offer online booking from next year.

“Throughout 2008 we have worked hard to increase business through the trade and we understand the need to provide agents with all the tools to sell our product,” said Beadle.

“Alongside all the important information and useful sales tools, we have tried to make it fun with competitions and news of what’s going on at Hurtigruten.”

The site features downloadable brochures, news, offers, marketing support, picture library and competitions. Agents can also print window posters and sales flyers.

Another innovation is an online map of Norway which has been created to show the country’s geography and where the ships call – this has been included after some agents said they did not know the destination well.

The website is part of Hurtigruten’s ongoing strategy of gaining more business through agents. Other developments have included the creation of a road sales team which is helping to support agents on a day-to-day basis.

The website is now live and can be found at www.hurtigruten.co.uk/agents