Edelman Public Relations Worldwide has been handed responsibility
for promoting what must surely be among the most surreal of
'exhibitions'.
The agency will be promoting 500 life-size fibreglass cows, which have
been painted by artists, as well as celebrities such as TV presenter
Esther Rantzen and 'H' from pop group Steps.
Edelman is handling all PR surrounding the launch of CowParade, which,
as the name suggests, involves a parade of cows through the streets of
London. It is described by Edelman's London MD Ash Coleman-Smith as 'the
world's biggest commissioner of public art'.
Edelman is to attract corporate sponsors for the event, and also for the
individual beasts. The brief concludes in October next year with the
agency attracting attention to the auction of the animals.
Children's charity ChildLine will receive a cut of the proceeds from the
event.
