- Twelve life-sized fibre-glass lions made appearances between the Atlas Mountains, to Palais Namaskar, stretching all the way from Essaouira to Marrakech.
- Four Luey the Lions gifted to the Mayors of Essaouira and Marrakech as local 'thank you' legacy gifts. Two will also take up residencies at Palais Namaskar.
- Luey the Lion sculpture is inspired by the famous 'HUE 166' - the very first Series 1 Land Rover.
- Raising partnership awareness for Born Free Foundation (Land Rover's Global Conservation Partner and wildlife charity) as international media from around the world joined the All-New Range Rover Global Media Drive in Morocco.
Whitley, UK, 26 November 2012 -Some very special guests have joined the All-New Range Rover Global Media Drive in Morocco - a dozen Luey the Lions have been created by the award-winning Land Rover Design team based in Gaydon, Warwickshire.
The life-sized fibre-glass lions made appearances between the Atlas Mountains, to the Palais Namaskar, stretching all the way from Essaouira to Marrakech.
Luey the Lion stemmed from a recent collaboration between Land Rover and Born Free Foundation (Land Rover's Global Conservation Partner), as part of a series of public arts wildlife exhibition.
Mark Cameron, Land Rover Global Brand Experience Director said; "We are delighted that we're able to show our support to Born Free, our Global Conservation Partner, as well as involve our very own designers for creative collaborations."
"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."
Virginia McKenna, Founder of Born Free Foundation said; "Born Free's heritage with Land Rover goes back to the days of Elsa, George and Joy Adamson and the film Born Free, in which I acted with my late husband Bill."
"Today Born Free's association with Land Rover is stronger than ever, through our charity work for conservation and wild animal welfare around the world. I am so delighted that Luey the Lion is flying the flag for both Land Rover and Born Free on this exciting adventure."
The public art installation exhibitions are 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 the Pride of Bournemouth, with BFF ambassador Martin Clunes. 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. Most recently, in September 2012, the Go Safari Northampton also raised funds for Born Free's vital conservation work to protect and conserve wildlife in the wild.
On 26th November 2012, a pair of Luey the Lions was presented to the Mayors of Marrakech and Essaouira, respectively, for the local townships as a thank you legacy gift. A pair of Luey the Lions will also permanently reside at the Palais Namaskar in Marrakech, Morocco.
Following Morocco, the remaining Luey the Lions will tour the UK, followed by global appearances around the world in 2013.
- ENDS -
For further information log onto www.media.landrover.com or contact:
MEDIA ENQUIRIES:
- Lucy Reynolds, Land Rover UK PR Manager
T: +44(0)1926 649280 / M: +44(0)7801 699928/ E: lreyno25@landrover.com - WaiLo Li - Land Rover Global Brand Sponsorhsip &
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 has been Land Rover's Global Conservation Partner, forming part of an integrated approach to the 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 an 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 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.
