Wilderness Safaris rebrands ahead of 40th anniversary

New website, tagline and conservation goal, unchanged ethos and focus

Little Kulala Sossusvlei, Namibia | Image courtesy of Wilderness

Sustainable luxury travel operator and African specialist, Wilderness Safaris, has rebranded ahead of its 40th anniversary in 2023 to Wilderness.

From humble beginnings in Botswana, the company started with a few rustic tents, a single Land Rover, two dedicated safari guides, and a dream of showcasing Africa’s iconic wild places. Wilderness has since grown into a world-leading conservation and hospitality company, with over 3,000 passionate employees, and over 60 camps in eight countries – Botswana, Namibia, Zimbabwe, Rwanda, Zambia, South Africa, Tanzania and Kenya.

The rebrand to simply Wilderness also sees the launch of a new website; taking its core conservation ethos and passion for hospitality to even greater heights, and ensuring that the company is well-positioned for future global growth.

Image courtesy of Wilderness

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“We’ve changed, evolved, and grown hugely over the years, but our biggest change is finally here,” said Keith Vincent, CEO of Wilderness.”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,” Vincent said.

By bringing guests to discover the beating pulse of Earth’s ultimate, untamed places, Wilderness is determined to have an even bigger impact on protecting the world’s most iconic wilderness, wildlife, and local communities. To immerse guests in real nature and culture; to discover the world’s most exciting places for themselves.

“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. Everything we do – from creating new conservation initiatives to opening new camps and pioneering hospitality across the globe – is in support of this purpose,” Vincent added.

Gorilla trek, Bisate, Rwanda | Image courtesy of Wilderness

The simplified brand name to Wilderness “truly encompasses who we are and what we really do: increasing the world’s wilderness,” said Simon Strahle, Chief Marketing Officer.

“Although we’ll continue to offer leading safari experiences, it’s time for our name to reflect our iconic destinations and the diversity of places we operate in, both now and into the future. We do so much more than just safaris – from primate trekking to stargazing, nature walks, boating and learning about new cultures,” Strahle said.

Wilderness’ new logo is an expression of both halves of the business: conservation and hospitality. It symbolises the places Wilderness protects – unfenced, untamed, and unpredictable, as well as the experiences it creates within them – around discovery, adventure and exploration. It is an abstracted and raw symbol of the wild, which takes its inspiration from the long grasses representing the diversity of habitats and all the areas in which Wilderness operates.

A new tagline also accompanies the changes, to ‘Discover Earth’s Ultimate, Untamed Places’.

Image courtesy of Wilderness

Strahle said the new website, now found at www.wildernessdestinations.com, provides 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,” she explained.

Vincent added, “It is our joint responsibility to increase the world’s wilderness together and to ensure a better future for our planet and for our future generations.

“The more we grow, the more impact we can have on the habitats we conserve, the species we protect, and the communities we inspire, empower and uplift. Our future is bright – we look forward to embarking on the next Wilderness chapter, and working together to expand our pioneering business model across the globe”, Keith concluded.

For more information on the rebrand, click here.

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