Australia's Aurora Expeditions rebrands in UK following ‘trademark challenge’

The polar specialist’s new name in the UK is AE Expeditions

Aurora Expeditions has rebranded in the UK following “a trademark challenge”. The polar specialist’s new name – AE Expeditions – and associated branding, designs, trademark and website will roll out in the UK market this month.

The line said AE Expeditions “embodies the found principles and ethos of the global company” and explained how AE Expeditions would “continue to be part of, and operated by, the Aurora Expeditions group, headquartered in Sydney, Australia.

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Europe, Middle East and Africa (EMEA) managing director Jos Dewing said: “This marks the dawn of a new era for AE Expeditions 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.”

The rebranded line’s second purpose-built ship – Sylvia Earle – is currently sailing from Ushuaia, Argentina, to Antarctica.

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