As part of the overhaul, the brand has unveiled the new name AE Expeditions, logo, trademark and website, which will be rolled out in the UK market in December.

A successful resolution to a trademark issue in the UK market only, the newly minted AE Expeditions will continue to be part of, and operated by, the Aurora Expeditions group, headquartered in Sydney.

"As we enter our 2022/23 Antarctic season, we’re very excited to launch AE Expeditions in our rapidly growing UK market and deliver the same life-changing, perspective-altering expeditions around the world, whilst creating lifelong ambassadors for the planet," said chief marketing officer Hayley Peacock Gower.

"This marks the dawn of a new era for AE Expeditions in the UK and we look forward to working with our valued trade and media partners as we move forward on the next stage of our global evolution," added Jos Dewing, managing director EMEA.