Queen guitar‑legend Brian May CBE and acclaimed West End and Broadway singer Kerry Ellis made a special appearance at Granger Bay, Cape Town to launch the Pride of Cape Town ‑ in aid of Land Rover's Global Conservation Partner, the Born Free Foundation.

Land Rover and Born Free collaborated together for the Pride of Cape Town ‑ a major public arts event that will see a colourful pride of fifty life‑sized, 30kg lion sculptures located in South Africa's popular V & A Waterfront.

The pride of creative lions will be released to 'prowl' the streets of Cape Town in March 2013, followed by an auction in May of the same year, with the proceeds supporting the international wildlife charity.

Queen's lead guitarist Brian May said; "We've had the honour to be part of an amazing initiative called the 'Pride of Cape Town' here in South Africa, in aid of the Born Free Foundation. You can help too ‑ via the People's Lion ‑ you can sponsor this special lion with as little or as much as you'd like and you can donate directly at www.bornfree.org.uk"

"In return, your name will be painted on the People's Lion and along with the rest of the pride, the People's Lion will be auctioned off in May 2013 in Cape Town, to raise vital funds for helping to save African wildlife. It could well be the most expensive lion ever!"

"Special thanks to Land Rover for supporting the launch event with a mixture of Range Rover, Defender and Discovery vehicles in Cape Town."

In September 2011, Land Rover had helped Born Free raise a grand total of £75,000 GBP in the Pride of Bournemouth, featuring Born Free Foundation ambassador and actor Martin Clunes. Proceeds of the event went to two charities; Born Free Foundation and a local Bournemouth charity.

Mark Cameron, Land Rover Global Brand Extension Director said; "We are proud to be working with our Global Partner Born Free Foundation and supporting of the launch of The Pride of Cape Town, in South Africa.

The relationship with the charity is a historical one ‑ stretching back to the 1966 film when Land Rovers were used in the original and classic 'Born Free'. In the present day, we support a wide range of Born Free projects stretching from Kenya to Ethiopia, Sri Lanka to South Africa, as well as within the UK, where both organisations are headquartered. The renowned capability of Land Rover vehicles is an important enabler to the fantastic wildlife conservation work undertaken by the Born Free Foundation."

Virginia McKenna OBE and Founder of Born Free Foundation said; "Since 2002, Born Free have worked closely together with Land Rover, helping hundreds of animals worldwide."

"I sincerely hope that the Pride of Cape Town will not only highlight Born Free's international conservation efforts, but provide a special focus on the plight of lion numbers which 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 and it's crucial that we act now before it's too late."

Born Free has long‑established links with South Africa and operates both the Big Cat Rescue and Education Centres at the Shamwari Game Reserve in the Eastern Cape, with the help of a Defender 130 vehicle.

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 in South Africa focuses 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.