Branding flagship areas is an expensive business, but it means that the money raised can be used to support a wide range of conservation projects.

ECONOMIST: Conservation marketers choose land over beast

Big Flat sits in the middle of the Bureau of Land Management's 64, 000-acre King Range National Conservation Area, a patch of northern California so rugged that the engineers who built Highway 1, which hugs the coast from San Diego to Oregon, took the road 30 miles inland here to avoid it.

FORBES: Paradise Lost

And he claimed his government was "leading the way" on fish conservation with a range of ideas developed with fishermen and environmental groups.

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