Special PR represents NZ in global campaign

As part of a global initiative from conservation charity Tusk – of which Prince William is patron – Special PR has played its part in bringing New Zealand’s contribution to the world stage.

The Tusk Lion Trail features over 45 life-sized lion sculptures on the streets of cities including Edinburgh, New York, London, Sydney and Wellington – each created by an internationally recognised celebrity. Each sculpture highlights the magnificence of lions and threats to their existence.

All Blacks legend Richie McCaw and prominent artist Dick Frizzell teamed up to conceptualise a striking black lion, complete with silver fern, for New Zealand’s contribution. 

The lion has been installed on the forecourt of Parliament on World Lion Day, where it will remain for the next six weeks. New Zealand is the first country to unveil its sculpture.

Special PR was responsible for localised media relations, content creation, spokesperson management and campaign logistics.

Special Group Head of PR and Influence, Kelly Grindle says: “We love tackling projects that have a sense of purpose at their heart so we jumped at this opportunity – when you include the high profile personalities from the worlds of government, sport and art we had a recipe for true global headlines.”

Internationally recognised faces contributing to the campaign include Rolling Stones guitarist Ronnie Wood, Dire Straits bassist John Illsley, and American fashion designer Donna Karan. 

McCaw, an ISPS Handa Ambassador, says it’s a “true honour” to be part of the campaign.

“I’d encourage anyone passionate about wildlife to pop down to see the sculpture at Parliament, and better yet, register to bid at the global auction to own this incredible art piece from Dick Frizzell.”

Frizzell adds: “We really wanted New Zealand’s lion to pop on the world stage with our proud jet-black colouring and silver fern – and because we’re dealing with a British charity, I guess this is technically the closest you’ll see to a British and Irish lion in the colours of Aotearoa.”  

Tusk Chief Executive, Charlie Mayhew says: “New Zealand has an incredible reputation on the world stage when it comes to conservation, environmentalism and sustainability. We’re pleased to launch our very first fundraising efforts in New Zealand and believe everyday Kiwis will get behind our global rally-cry to save the African lion.”

New Zealand’s lion will be auctioned off by auction house Bonhams in London on November 9.

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