AUSTRALIAN DMC Wildnerness Australia this week unveiled its new identity to reflect its dedication to creating new and unique experiences for travellers.
Now called Alquemie, derived from “alchemy”, the company was founded by Charles Carlow in 2001, specialising in high-end experiences and tailor-made itineraries around Australia.
With the rebranding, Alquemie will continue to work in the luxury segment of the travel industry and simultaneously grow its sales and marketing strategy to beyond its traditional markets.
Carlow said in a statement that Wilderness Australia was initially established to offer high-end travellers a safari-style, off-the-beaten-track approach to visiting Australia that involved bush camps and homesteads.
“The Wilderness Australia brand represented the initial concept but neglected to represent the broader scope and creative style of our offering. Our area of expertise is the transformation of luxury Australia, whether it be outback, coastal or urban, into something truly unique and exceptional, and I believe our new brand effectively captures this,” he said.
Along with a new name and logo, the company will roll out a new website, documentation and marketing collaterals in the near future.
