How Norwegian plans to challenge the airline establishment

Nordic airline Norwegian’s “challenger mindset” will help it crack the UK market, according to vice-president of marketing, Stine Steffensen Børke. The brand is growing at a rapid rate in the UK alone, with nine new aircraft joining its fleet next year, paving the way for a 55% increase in flights from London Gatwick next summer. As a challenger in an already saturated market, the brand has to have a clear proposition in order to make its mark. And so it is on a huge brand awareness drive to promote the fact it is a low-cost option, particularly for long-haul flights to the US. “We’re breaking ground by bringing the low-cost model into transatlantic flying,” says Steffensen Børke. “That’s what Norwegian has brought to the table, first for the Nordic markets and now for the UK and French markets, and eventually for Spain. That is how we’re looking to bring new customers to our brand.”