Land Rover and Born Free Foundation are once again collaborating together in the name of art, this time for 'Go Safari Northampton' ‑ a UK‑based public arts event that will see a plethora of safari wildlife sculptures prowling along the streets of Northampton.

This glorious parade of life‑sized animal sculptures will be trumpeting their way around town and will have a very special guest to join them ‑ Luey the Lion, created by the award‑winning Land Rover Design team based in Gaydon, Warwickshire.

This large‑scale public arts exhibition will benefit three charities, one of which includes Land Rover's Global Conservation Partner, the Born Free Foundation (BFF), as all the animals get auctioned off in Sept 2012.

The event was launched on Saturday 30 June at the Northampton Guildhall and from now to Sept 2012, Northampton will be home to some unusual visitors including lions, giraffes, hippos, gorillas, rhinos and elephants.

Public art exhibitions are trending fast around the world ‑ sponsored by brands, businesses and individuals. There are a total of 28 large fibre‑glass sculptures on display at a variety of venues including the Grosvenor Shopping Centre where Luey the Lion will be on show for the 10‑week duration, ending with a grand auction in September 2012. Visitors can follow a special trail using a special map detailing the locations of all the lions.

Mark Cameron, Land Rover Global Brand Experience Director said; "We are delighted that we're able to lend our support to Born Free, our Global Conservation Partner, as well as involve our very own designers to collaborate together, in aid of Safari Northampton. Land Rover's iconic designs are recognised globally, right across the world and now Northampton will have their very own bespoke Luey the Lion on display, helping to raise funds for such an amazing and deserving cause."

Richard Woolley, Land Rover Advanced Design Studio Director said: "Our Luey the Lion sculpture is inspired by our famous 'HUE 166' ‑ the very first Series 1 Land Rover, which is affectionately known throughout the business as 'Huey'. Luey uses the same colours, graphics and textures from this icon, celebrating both our association with the Born Free Foundation and our long heritage. It was a fantastic team effort and we'd thoroughly enjoyed working on Luey over the last couple of weeks."

Virginia McKenna, Founder of Born Free Foundation said; "It's absolutely fantastic to see the Land Rover collaboration for the Go Safari Northampton ‑ Luey the Lion looks brilliant!  We have always had a long association with Land Rover; dating back to the film Born Free in the 1960's. Since 2002, Born Free has worked closely together with Land Rover ‑ from Defender vehicles in Kenya (anti‑poaching) and Ethiopia (protection of rare wolves; to Sri Lanka's Defender 130 elephant ambulance) and South Africa (lion conservation), as well as several staff vehicle support in the UK."

Go Safari Northampton aims to raise money for Born Free's work to protect and conserve wildlife in the wild. Funds will be used for vital conservation work around the world focusing upon; Gorillas, Giraffes, Hippos, Rhinos, Lions and Elephants.

The Northampton wildlife art installation is part of a series of global events in which Land Rover has been collaborating with the Born Free Foundation.  Starting in 2008, Go Elephants in Norwich and the Land Rover elephant helped Born Free to raise £100,000 and in 2010, the Land Rover Lion in Pride of Northampton helped to raise £32,500 for Born Free. In September 2011, Land Rover helped Born Free raise £75,000 in thePride of Bournemouth, with BFF ambassador Martin Clunes. Most recently, in March 2012, Queen's Brian May helped to launch the Pride of Cape Town along with another Land Rover Lion; the grand auction will be taking place there in May 2013. 

‑ ENDS ‑

MEDIA ENQUIRIES:

• WaiLo Li ‑ Land Rover Global Humanitarian & Conservation Partnerships PR
  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:

• Since 2002, Born Free Foundation's partnership with Land Rover formed part of an integrated approach and sustainability strategy called Our Planet. (www.landrover.com/ourplanet)
• 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.

• The Born Free Foundation is aninternational 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 Kenya to 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.