Elephant Parade London

The summer of 2010 saw London overrun by 260 exotic, brightly coloured baby elephants. Created by Britain’s leading art and design luminaries, these beautifully designed elephant statues, situated near the capital’s top tourist attractions, stations and shops, were designed to raise awareness of the plight of the Asian elephant – a species on the brink of extinction – as part of the globally renowned Elephant Parade.

The Dovetail Agency were retained by Elephant Family – a small but hugely ambitious charity, working to save the Asian elephant from extinction and abuse – on a project basis, to spread the word of this incredible event and put it firmly on the news agenda, as well as highlighting issues surrounding the Asian elephant, via an extensive media and events campaign. A key part of the campaign was developing Elephant Family’s brand identity via partnerships with corporate sponsors, celebrities and patrons.

The Dovetail Agency developed joint press releases with patrons including Matthew Williamson, Boodles and Jack Vetrianno, arranged press shoots with corporate sponsors including the English National Ballet, and secured interviews with patrons Lulu Guiness and Goldie Hawn. This resulted in coverage live on the BBC News, The Sunday Times, Tatler, Vanity Fair, the Evening Standard, Sunday Times Travel Magazine, The Guardian, Stylist and Marie Claire.

Using The Dovetail Agency’s specialist knowledge of the travel press, a unique press trip was arranged to spend time with Elephant Family founder, Mark Shand, visiting elephant sanctuaries in India. This resulted in extensive, in-depth features in The Telegraph Magazine and BA Highlife that focused on the environmental aspects of the Elephant Parade.

The Dovetail Agency managed press attendance at major Elephant Parade events, including the press launch at Trafalgar Square and the main auction of elephant statues at Chelsea Hospital, which saw the likes of Elizabeth Hurley and Andrea Corr bidding furiously for the chance to take one home.

Across two months, the Elephant Parade was featured in 500 press articles, 10 hours of TV and radio air time and reached an audience of 25 million people. Over £4m was raised at the auction to help save Asian elephants.