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News Release from: Proximity London
Edited by the Marketingservicestalk Editorial
Team on 26 September 2007
Making game the name in wildlife
conservation
The Game Conservancy Trust, one of the most respected research charities in this country, has changed its name to reflect the relevance of its work on broader conservation issues.
With the increasing pressures being placed on our wildlife and the countryside, conservation has become the new watch-word With this in mind, The Game Conservancy Trust will, on 1 October, become the Game and Wildlife Conservation Trust
This article was originally published on Marketingservicestalk on 6 Nov 2007 at 8.00am (UK)
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To accompany the name-change the Trust has also unveiled a new logo, which still incorporates the iconic grey partridge, but is fresh and modern and skillfully depicts this much loved farmland bird.
Commenting on the new name, Chris Washington-Sare, the Trust's director of marketing and membership, said: "We are all really delighted with the new name and logo, and I believe that these subtle changes more accurately reflect what we do.
"It has been a fascinating process, particularly because we carried out a comprehensive market research study involving more than 2,500 people, including members and non-members.
"By using a range of research methods we discovered how people viewed and used the countryside and were greatly reassured by the huge number of people that feel an affinity for the countryside irrespective of where they live.
"In our quest to make the Trust more relevant, we were very grateful for the professional support of Proximity and HicklinSlade.
"Their guidance through our rebranding process was invaluable in helping us to identify what makes us stand out from other organisations.
"The research has also indicated how we might open up more effective communication channels to a much broader range of people who have some involvement in the countryside".
Throughout the rebranding process, the Trust was acutely aware that it needed to maintain the support of its loyal members and staff.
Washington-Sare added: "Game remains central to our core beliefs as does the recognition that game management plays a vital part in the wider conservation of the countryside.
"Our research showed that game is what makes us unique".
Mark Hudson, Chairman of the Game and Wildlife Conservation Trust, is equally pleased with the name change and said: "For some years there has been an active debate about whether our name reflects the breadth of work we do, which extends beyond game species into many aspects of wildlife and countryside management, including research into farmland ecology, conservation of farmland birds, entomology and wildlife-friendly farming.
"The new name and logo should help us to communicate this message more effectively and I believe that this better reflects the work we have done over the past 75 years and will continue to do so in the future.
"Also, linking game and wildlife together puts game into the right context and emphasises our view that game conservation is an integral part of nature conservation.".
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