intu activates elephant parade live auction across its UK shopping centres
UK shopping centres owner intu has activated a nationwide promotion campaign across its 12 shopping malls to raise money for the Asian Elephant Foundation.
The centres will be driving awareness of an online auction of 35 brightly coloured elephant statues painted by artists and celebrities.
Tour sponsor intu has been hosting a ground breaking national Elephant Parade in its centres for the past 13 months, raising awareness of the plight of the Asian elephant. The focus of the campaign now shifts to activating the launch of the UK tour online auction to raise as much money as possible for the Asian Elephant Foundation.
Tapping into its 400 million customer visits per year, intu will be urging people to place bids or simply make pledges to help save the Asian elephant through a whole host of in-centre communications as well as through their social media channels.
This year’s Elephant Parade, traditionally showcased as a stand alone one city expo, is arguably one of the most successful tours to date, having been given access to intu’s network of shopping centres, from intu Lakeside to the Trafford Centre, and having connected directly with millions of people.
The auction, which is live until 26th July 2014, not only offers people the opportunity to own an original art piece but also create a lasting legacy in support for the Asian elephant. For a limited period, the elephants are available at a ‘buy now’ price - for those that would like to take their chosen elephant out of the auction process and secure it for the end of the tour.
At the end of the tour, intu will donate the proceeds from the auction to The Asian Elephant Foundation (TAEF) which was created as a non-profit foundation to assist in distributing funds raised by Elephant Parade to support elephant conservation projects across Asia.
The UK national tour presented by intu has been a first in so many ways, with a mission to raise lasting awareness of the future of the Asian elephant. More than 7,000 people have submitted design ideas, 75 schools have created half-sized elephants that have joined the tour, a digital showreel has taken the art online and thousands have taken part in live painting workshops with our tour artists.
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