At the heart of ‘Operation Safe Summer’ is a major consumer marketing campaign, ‘Unlock Your Summer’. Yale recognizes that consumers want the freedom to go off and enjoy the holiday period without having to worry about their home. With this in mind, the campaign is designed to create awareness of home security and to encourage people to lock up their homes so they can focus on unlocking their summer.
The campaign is supported by an on-going programme of promotional activity in national and regional press, as well as on social media. Yale has produced a new summer crime awareness video which can be found on the Yale website and YouTube channel, as well as an infographic filled with summer statistics encouraging homeowners to think about securing their homes before they hit the beaches. David Herbert, Head of Marketing for Yale, said: ”2014 is a World Cup year so more people than ever will be out and about enjoying themselves and taking part in social activities. “This provides opportunistic thieves with the chance to ramp up their activity, with statistics showing an 10%* increase in home burglaries and a 40% increase in outdoor thefts during the summer months*.”
School holidays are the peak time for homeowners going away, whether it’s a ‘staycation’ or further afield, and some homeowners will be leaving their properties unguarded and unsecure. On top of this, many people leave valuable items such as outdoor furniture and leisure equipment in sheds or outbuildings with minimal security. Yale is encouraging locksmiths to capitalise on security sales opportunities by launching a series of promotions and incentives and providing sales and marketing collateral on the Yale Tradezone.
David Herbert adds: “’Operation Safe Summer’ provides locksmiths with the tools to maximise summer sales and helps create awareness of the Yale brand and products for the consumer, as well as keeping people’s homes safe and secure.”
For further information call the Yale trade sales team on 0845 223 2126 or visit www.yale.co.uk/tradeuk.
*Source Halifax Home Insurance