elephant parade land

Elephant Parade & Travels to My Elephant

Philanthropy

The Dovetail Agency

Brief

Dovetail was retained by Elephant Family to support the London leg of the Elephant Parade. The brief was to raise event awareness and place it on the news agenda, as well as highlight issues surrounding the Asian elephant via a media and events campaign.

Dovetail was again appointed by Elephant Family to raise the awareness of Travels to My Elephant, a high-profile, large-scale fundraising event using designer-decorated tuk-tuks which culminated in an auction and subsequent tuk-tuk race across India. Jayne Alexander participated in the tuk-tuk race for five days across Rajasthan.

Implementation

For the Elephant Parade, Dovetail developed joint press releases with patrons including Matthew Williamson and Boodles, arranged press shoots with corporate sponsors including the English National Ballet and included interviews with patrons Lulu Guinness and Goldie Hawn. This resulted in coverage on BBC News, The Sunday Times, Tatler, Vanity Fair, Evening Standard, Sunday Times Travel Magazine, The Guardian, Stylist and Marie Claire. Dovetail managed press attendance at major Elephant Parade events, including the press launch in Trafalgar Square and the main auction of elephant statues at Chelsea Hospital, hosted by Prince Charles, which saw the likes of Elizabeth Hurley and Andrea Corr bid to take one home. Dovetail brokered a brand partnership at The Animal Ball between Natural World Safaris and Elephant Family to organise 20 safaris as high-value auction lots for the night.

Results

Over 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. More than £4million was raised at the auction to help save Asian elephants.

At The Animal Ball, more than £1.75m was raised for Elephant Family projects on the night. One lot secured by Dovetail, the Polar Bear Lottery, secured £35,000 for the charity alone.