Press Releases Tour Operator

AAT Kings Unveils Brand Refresh for Travel to Australia and New Zealand

AAT Kings Unveils Brand Refresh for Travel to Australia and New Zealand

As Australia reopens, the travel industry is ripe for a refreshed, reinvigorated approach to travel.


AAT Kings – a tour operator that specializes in immersive adventures to Australia and New Zealand – is excited to kick off the rebound with the launch of its campaign ‘Wild Awaits,’ centered on awakening the senses of travelers and sparking an enriched enjoyment of Australia and New Zealand.


AAT Kings’ 100+ year history is an adventure story, filled with pioneering characters, passionate storytellers, cultural connection and pushing boundaries to create remarkable experiences. It is this backstory that informed AAT Kings’ new direction. The striking digital and print creative leans into the multi-sensory stimulation, natural wilderness and spirited adventure that a holiday with AAT Kings offers.


Developed by award-winning, full-service creative agency Thinkerbell, ‘Wild Awaits’ focuses on the places, stories and tastes of Australia and New Zealand. From the landscapes on the journey, to food and drink that immerses guests into the destination, stories from local people and the unexpected experiences on offer, AAT Kings invites guests to embark on a new adventure.


Thinkerbell worked alongside AAT Kings’ in-house Marketing, Web and Design team in a collaborative process to bring the new brand positioning to life via creative assets, brand identity, and content. The ‘Wild Awaits’ campaign will launch in consumer-facing owned media, display, social, and BVOD from October 25.


Margot Windenburg, Senior Sales Manager, North America, for AAT Kings, said, “Today’s travelers are freedom-seekers and knowledge-gatherers, and their craving for space and connection with nature, people and culture has never been stronger. Knowledge and accessibility are key to discovering so many remarkable and remote experiences across Australia and New Zealand. ‘Wild Awaits’ brings to life AAT Kings’ 100+ year commitment to uncovering these extraordinary places, stories and moments so our guests can pursue their spirit of adventure. This is not just a comms strategy, but a philosophy embodied in our people and local partners, who welcome guests to join us on an off-the-beaten-track, fully immersive experience at a point in time when they likely need it most.”


Connect with us – @AATKingsAustralia #AATKings #MakeTravelMatter @inspiringjourneys



About AAT Kings:

A century ago, the Australian outback was but a twinkle in most travelers’ eyes. But thanks to visionaries like the Pyke family and Bill King, the way we explore the Land Down Under was about to change in unimaginable ways. Over the coming decades, maps were unfolded, desert cruisers and coaches were customized, and guides were trained. From humble beginnings, the company now known as AAT Kings was going places few had gone before, pioneering new paths across Australia and New Zealand and taking intrepid travelers on a wild and wonderful ride.

We’ve come a long way and clocked a few kilometers in the process. But some things will never change. Like our spirit for adventure. Our oh-so-knowledgeable Travel Directors. The local characters we meet (and will never forget) along the way. The epic, goosebump-inducing stories we’re told by First Nations guides. The life-changing experiences on offer – the kind that only 100 years of exploring affords. We’ve never been more passionate about our next discovery. Join us, and fall in love with Australia and New Zealand all over again.


About The TreadRight Foundation:

Created as a joint initiative between The Travel Corporation’s (TTC) family of brands, The TreadRight Foundation is a not-for-profit working to safeguard the planet, wildlife & people for generations to come. TreadRight’s mission is to #MakeTravelMatter through conservation, leadership and support for communities. To date, TreadRight has supported some 50 sustainable tourism projects worldwide.