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Conservation Brand Launched for Nationwide Fundraising

The Minister of Conservation will today unveil a new brand for nationwide conservation fundraising purposes.

The New Zealand National Parks and Conservation Foundation has developed the 'Dawn Chorus' to bring greater focus and meaning to conservation fundraising and sponsorship for all New Zealanders - companies, families and private donors.

The inaugural sponsors include: Kathmandu, a trans-Tasman retail and manufacturing success story; Mainfreight - a listed company and proven performer in transport logistics; established patent attorney, McCabe & Co; and Southern Wilderness NZ, an eco-tourism guided walk and sea kayaking venture in Marlborough. Others involved are: Waitiri Creek Wines, a boutique and award-winning vineyard in the Gibbston Valley; Gibson Rusden graphic design and communications' company; Wickliffe printing and new technology company; the Henderson Family Trust and Jasons Travel Media accommodation and travel guides for travellers. All have committed services and funds to ensure the Dawn Chorus gains momentum.

'The Dawn Chorus - Restoring Habitats That Work' will be a brand that families and businesses can readily identify with and feel proud to belong to.

The Dawn Chorus brand accords with the Department of Conservation's Statement of Intent and also marries in with the work of other conservation groups such as New Zealand Forest and Bird. "By linking the sentiment and memory of the Dawn Chorus to a branded presence we are deliberately creating a platform from which our sponsors can leverage their business profile," says Foundation Chairman, Murray McKee.

The first Dawn Chorus projects reflect the North Island/South Island split of initial sponsors. A North Canterbury wrybill support group that work along the Ashley River will now have funds to continue census gathering, walkway protection and the creation of safe breeding areas. And Dr Stuart Parsons of the School of Biological Sciences, University of Auckland, will be funded to pursue research into the vocal development of hand reared (as opposed to naturally reared) kokako on Tiri Tiri Matangi.

"All funds and services provided as part of the Dawn Chorus brand will be focussed on projects that aim to bring back and sustain our native bird life," says Mr McKee. "In many respects, our native bird life is the increasingly threatened and vulnerable, particularly as population levels drop below what is regarded as a healthy sample."

"While our country boasts being world recognised pioneers in species survival we also grapple with the critical importance of getting involved and supporting the various initiatives at either a grass roots or governmental level," Mr McKee added.

"Conservation sponsorship goes far beyond an event held today or tomorrow - it really is about preventing extinction for future generations. With 1200 species known to be critically endangered and volunteers all over New Zealand needing 'a bit extra' to make a difference, the Foundation believes it is vital to employ effective marketing savvy to encourage participation," said Foundation executive director Jane Arnott.

Leading New Zealand companies and those who are truly adhering to the principles of sustainable business are the winners when conservation takes a leaf out of marketing and marketing sees the power of conservation said Ms Arnott.