intu activates Elephant Parade live auction across its UK shopping centres to help save the Asian elephant

intu, owner of some of the UK’s most popular shopping centres, today activates a nationwide promotion campaign across its shopping malls  to raise money for the Asian Elephant Foundation. The centres will be driving awareness of an online auction (www.intuelephantparade.co.uk/elephants) 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 26^th 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.

Trevor Pereira, commercial director at intu commented: “It was our goal to bring this magnificent display of public art to regions across the UK. It’s been wonderful to see how much joy these stunning elephant statues have brought to our customers, adults and children alike.  Our focus now turns from raising awareness of this wonderful cause to helping raise as much money as possible for The Asian Elephant Foundation. The auction will give everyone an opportunity to bid or pledge towards either helping or owning one of the amazing elephant statues that have graced our shopping malls and put a smile on everyones faces.”

Carmen Rademaker, Director of The Asian Elephant Foundation: “Thank you to our UK tour sponsor, intu for their support over the last year and helping us raise awareness of the plight of the Asian elephant. We recognise not only the contribution of all those who have bought the painted elephants during their travels through the UK, but also those who have been moved to learn more about these magnificent animals. The proceeds from the auction of the beautiful full size sculptures will make a significant contribution to the work and projects that we support.For your understanding of the issues in respect of elephant conservation and your support for the work of TAEF, we are eternally grateful.”

Visit the online auction site at www.intuelephantparade.co.uk/elephants to place a bid, make a pledge or simply express your support.