Land Rover and Born Free are collaborating together for the Pride of Cape Town - a major public arts event that will see a fantastic pride of fifty life-size lion sculptures prowling South Africa's V & A Waterfront, in aid of international wildlife charity and Land Rover's Global Conservation Partner, the Born Free Foundation.

On the 27 March 2012, Queen guitar-legend Brian May CBE and acclaimed West End and Broadway singer Kerry Ellis will make a special appearance at the Grand Café & Beach, Granger Bay, Cape Town, as part of a spectacular showcase to launch Pride of Cape Town.

Brian May, was last inSouth Africain 2005 for the historic 46664 music concert in George, Western Cape, spearheaded by Queen and in aid of the Nelson Mandela Foundation.

A selection of these impressive 30 kg sculptures will be officially unveiled at the exclusive launch party who will be amongst the first to have the opportunity to pledge their support and get involved.

Each stunning lion, sponsored by individuals and companies and uniquely decorated by international and local artists, will be released to 'prowl' the streets of Cape Townin 2013,

Mark Cameron, Land Rover Global Brand Extension Director said; "It's fantastic that we're able to lend our support to Born Free, our Global Partner and collaborate together in aid of the Pride of Cape Town. 

Land Rover's iconic designs stretch right across the world and it is an honor that our Design team can help personalize the Land Rover lion for such an amazing and deserving cause."

Virginia McKenna, Founder of Born Free Foundation said; "Since 2002, Born Free have worked closely together with Land Rover - from Sri Lanka's Defender 130 elephant ambulance, to Defender vehicles in Kenya (anti-poaching), Ethiopia (protection of rare wolves), South Africa (lion conservation), as well as staff vehicle support in the UK.

It's absolutely brilliant to see the Land Rover collaboration for the Pride of Cape Town in South Africa."

Pride of Cape Town aims to raise money for Born Free's work to protect and conserve lions in the wild. Lion numbers have dramatically dropped due to persecution, loss of habitat and unsustainable trophy-hunting. Their position has never been more perilous and there may be as few as 25,000 left across the entire continent.

Born Free already has long-established links withSouth Africaand operates Big Cat Rescue and Education Centres at the prestigious Shamwari Game Reserve in the Eastern Cape. 

Born Free Foundation's partnership with Land Rover forms part of an integrated approach to sustainability and is one of six Global Humanitarian & Conservation Partners within Land Rovers' sustainability strategy called Our Planet.

                                                                   - ENDS -

MEDIA ENQUIRIES:

• WaiLo Li - Land Rover Global Humanitarian & Conservation Partnerships PR Officer 
  T: +44 (0)7557 847 561   E: wli@jaguarlandrover.com
• Shirley Galligan - Born Free Foundation PR Director
  T: + 44 1403 240170/ +44 (0) 7773 848352  E: shirley@bornfree.org.uk 

NOTES TO EDITORS:

• In 2002 the Born Free Foundation became one of Land Rover's Global Humanitarian and Conservation Partners and is part of Land Rover's 'Our Planet' commitment to sustainability. 
• Together Land Rover and Born Free are working to conserve wild animals and their habitats with projects throughout the world.

• The partnership includes vehicle support in the UK, Kenya, Ethiopia, South Africa and Sri Lanka, as well as dealer promotions, staff incentives and merchandise opportunities, plus a clothing allowance for field projects.

• In September 2011, Land Rover helped Born Free raise £75,000 GBP in the Pride of Bournemouth, with Virginia McKenna and BFF ambassador Martin Clunes. Please find more info here;  http://bit.ly/A1scII

• Land Rover has six Global Humanitarian & Conservation Partners, with numerous projects utilizing Land Rover vehicles, spanning right across the world.  They include; International Federation of Red Cross  and Red Crescent Societies  (IFRC), Born Free Foundation, Biosphere Expeditions, China Exploration & Research Society (CERS),  Earthwatch Institute and Royal Geographical Society (with IBG)

• The Born Free Foundation is a dynamic international wildlife charity, devoted to compassionate conservation and animal welfare.  Born Free takes action worldwide to protect threatened species and stop individual animal suffering. Born Free believes wildlife belongs in the wild and works to phase out zoos, as well as rescuing animals from lives of misery in tiny cages and give them lifetime care.

• Born Free has a unique and very special history.  In 1964, Bill Travers and Virginia McKenna travelled to Kenyato star in the classic wildlife film 'Born Free', based on the best-selling book by Joy Adamson.  Released in 1966, the film told the true story of George and Joy Adamson's fight to return Elsa the lioness to the wild.  
  
  The Adamson's story was enjoyed by tens of millions around the globe, inspiring a generation, and changing the world's attitude to lions forever.  Working with George and Joy influenced Bill and Virginia for the rest of their lives.  Their close contact with the lions sparked a lifelong commitment to wildlife and they realised wild animals belong in the wild, not incarcerated in captivity.

• Born Free's work inSouth Africafocuses on Wild Animal Rescues, Lion Conservation issues, Elephants and Rhino. The Big Cat Rescue Centres, set in the grounds of the award-winning Shamwari Wildlife Reserve, are currently home to 17 rescued big cats. The bush enclosures at Shamwari give each lion and leopard the space and privacy they so desperately need.  Visitors (including school tours) are allowed but are confined to one viewing platform at each camp.  The cats now have the choice whether they can be seen or not.

• Born Free protects lions, elephants, tigers, gorillas, wolves, polar bears, dolphins, marine turtles and many more species in their natural habitat, working with local communities to help people and wildlife live together without conflict.  Their high-profile campaigns change public attitudes, persuade decision-makers and get results.  Every year, Born Free helps hundreds of thousands of animals worldwide.