Viners Safety Knives Marketing Update Sept 2019 FINAL

National/regional: release issued w/c 23.09 to all local and national media outlets, leading with the hard-hitting stats around knife crime as it’s a topical issue being discussed in mainstream news. Food/homes/lifestyle: release has been tweaked and formatted to make it more product-focused, to fit on the food news pages, and has been distributed w/c 23.09. PART ONE - press release MED IA APPROACH - PHASE 1 ( SE PT - EARLY OCT ) PRE LAUNCH Expertise: working with Professor John Ashton (advisor to Merseyside Police & Crime Commissioner on violence prevention) as an expert spokesperson for media interviews. TV: target top shows including This Morning, Sunday Brunch and Good Morning Britain on the topic of knife safety and launch of the new knives. As the topic is currently in the news at the moment, it’s the perfect chance to get Viners associated with the subject. The shows need a third party expert to interview, such as Professor John Ashton. Comment: as an expert on the topic Professor Ashton is well-placed to provide expert comment and will help us to generate coverage outside of purely product focused features. PART TWO - expert figurehead Lobbying: contact leaders such as Sadiq Khan's office to introduce Viners as a company forging the way on the topic of knife crime. Since March last year he has put £1.4m of government funding into 43 London-based anti-knife crime projects. He regularly speaks on the topic on TV, at summits and on Twitter, so would be an influential opinion leader to target, potentially endorsing or recommending Viners for our approach to knife safety. We have also approached Rt Hon Esther McVey MP, who is the Minister of State for Housing, Communities and Local Government, who is putting us in touch with additional key opinion leaders to speak to. PART THREE - lobbying key opinion leaders