The brand has created a new logo to mark its updated name, which has seen it drop ’Safaris’. While it will continue to offer safari experiences, chief marketing officer Simone Strahle said the change reflects all of the destinations Wilderness operates in. She added: “We do so much more than just safaris – from primate trekking to stargazing, nature walks, boating and learning about new cultures.”
The brand has also unveiled its new website at wildernessdestinations.com. Strahle explained: “It’s a better reflection of our wild places and extraordinary journeys. We hope it entices our guests and partners to discover the beating pulse of each different destination within our collection; that it helps people envision themselves in front of a crackling campfire, listening to the stirrings of the night – bringing them closer to nature and the wilderness.”
Watch Wilderness’ new brand video:
The specialist launched nearly 40 years ago in Botswana with a single Land Rover and a few rustic tents. Today the brand has more than 3,000 employees and more than 60 camps in eight African countries.
Chief executive Keith Vincent said the changes would help the brand grow. He explained: “We’ve changed, evolved, and grown hugely over the years, but our biggest change is finally here. We have an ambitious goal – to double the amount of land we help conserve by 2030. In order to increase the world’s wilderness, together, and to continue protecting earth’s most iconic wild destinations, we needed to reposition our brand in order to take our pioneering hospitality and conservation model beyond Africa’s borders.
“We are the same company, with the same ethos, just with a more modern and edgy look and feel, an exciting new logo and enhanced brand messaging. Conservation remains our core purpose – that will never change.”
