Special in global PR launch

WELLINGTON, Wednesday: Iconic Kiwi artist Dick Frizzell, ABs legend Richie McCaw, and Special PR are delivering New Zealand news to the world as part of a multi-market initiative from conservation charity Tusk.

The charity, of which Prince William is patron, has launched the Tusk Lion Trail, featuring 45 life-sized lion sculptures onto the streets Edinburgh, New York, London, Bristol, Nairobi, Sydney, and Wellington – with each sculpture created by an internationally recognised celebrity.

McCaw – with enthusiastic backup from Frizzell – created the sculpture as part of New Zealand’s contribution to the global art campaign, conceptualising a striking black lion, complete with silver fern.  

The Lion has been installed on the forecourt of Parliament on World Lion Day where it will remain for the next six weeks.

Special Group head of PR Kelly Grindle said: “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.”

“We’re proud to have played our part promoting the New Zealand lion, and have landed headlines both here and abroad.”

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

The population of African lions is estimated to have declined by as much as 50% over the last 25 years. There are now fewer wild lions left in the world than rhinos.

Grindle said: “Each sculpture will highlight the magnificence of lions, threats to their existence and the people and solutions working for their survival – raising awareness for conservation efforts. 

“Contributors to the campaign include Stones guitarist Ronnie Wood; Dire Straits bassist John Illsley; UK art photographer David Yarrow; US fashion designer Donna Karan, and the inimitable John Cleese.”

Contributors to the campaign include Rolling Stones guitarist Ronnie Wood; Dire Straits bassist, John Illsley; UK fine art photographer David Yarrow; American fashion designer Donna Karan and British actors Mathew Horne, Noel Fielding and John Cleese.

Each lion sculpture has been sponsored by a Tusk partner or supporter.

Richie McCaw commented: It’s a true honour to be part of this global campaign as an ISPS Handa Ambassador and ensure that New Zealand is represented on the world stage.

“The conservation and environmental challenges we’re facing are daunting – and the work Tusk does to protect lion habitat and mitigate human-lion conflict is admirable.

“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 said: “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 & Irish Lion in the colours of Aotearoa.”

Tusk ceo Charlie Mayhew MBE said: “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.”

Following the worldwide exhibition, New Zealand’s lion will be auctioned off by leading global auction house Bonhams in London on 9 November.

Three years ago, Tusk raised NZ$ 1.5 million with its Rhino Trail. Funds raised at this latest auction and through public donations will support the work of Tusk and its partners in protecting species and empowering communities across Africa.

• www.tuskliontrail.com