The Big Birdhouse Tour takes flight at Intu
Shopping centre operator Intu has teamed up with the RSPB to bring art and nature to life through the launch of The Big Birdhouse Tour.
The scheme will see giant birdhouses designed by artists and celebrities popping up at Intu’s 15 shopping centres across the UK to raise money for the wildlife conservation charity and to build awareness of its ‘Giving Nature a Home’ campaign.
Trevor Pereira, commercial and digital director of Intu, said: “We were overwhelmed by the positive response to our first ever national tour for the world famous Elephant Parade, raising awareness of the plight of the Asian elephant. The Big Birdhouse Tour will absolutely follow in those elephant sized footsteps, creating a buzz around the nature that surrounds us in our own back gardens and countryside.
“Intu delivers events with a difference to drive footfall and create those moments of surprise and delight that keep customers coming back again and again.”
In 2013, the State of Nature report highlighted that 60% of UK wildlife studied has declined over recent decades. Working with Intu, the RSPB hopes to reach over 30 million people as it looks to highlight the vulnerability of some of Britain’s birds and nature and encourage people to help protect wildlife.
The tour will last for 16 months with all of the birdhouses being made available for auction. It will also include a range of educational and creative activities to provide local school children with the opportunity to learn more about Britain’s birds and nature.
Bryan Bland, head of corporate partnerships at the RSPB, said: “Our partnership is a superb example of reaching out to people where they are and showcasing the relevance and importance of Giving Nature a Home. Intu centres offer fantastic spaces to enable us to do something really fun and creative, and we hope to connect with people up and down the country to inspire and encourage them to connect with nature.”
The Big Birdhouse Tour will kick off at Intu Lakeside in Thurrock on 14 July.
