Different PR Helps TecTracer Launch Anti-Sheep Theft Marking System
Different PR was called in my TecTracer to organise media launch for their revolutionary anti-sheep theft marking system.
Being trialled on a farm in Westerdale, in the North York Moors, the Different PR team put together the all important launch news release and photocall.
TecTracer has been developed by York-based Trace-in-Metal, which pioneered a ground-breaking marking system to protect church roofs from lead thieves, and has now adapted its use for safeguarding livestock, in particular sheep.
And, subject to the successful completion of the trial, the TecTracer team are to join forces with North Yorkshire Police to launch “Operation Bo Peep!”, which will see the system rolled out region-wide.
Whilst Trace-in-Metal uses ballistics to fire thousands of microdots into metal sheets “marking” them with a unique identifying code, TecTracer uses raddles to ingrain thousands of coded markers into the sheep’s fleece.
Once attached to the animal’s coat, it is extremely easy to identify any sheep that has been TecTracer-marked, and which farm it originated from.
Together with signs advertising the TecTracer making system positioned around farm buildings and fields – combined with an e.alert early warning system linked to the police, farms, abattoirs and auction houses – its developers believe these will be such a deterrent as to render the animals virtually theft proof.
According to the NFU Mutual Rural Crime Report 2016, livestock rustling remains a huge problem, with costs stubbornly high in Northern Ireland and the North East and South West of England. At a total cost to the UK of £2.9 million, 70 per cent came from these three regions alone.
And whilst in 2015 equine crime is down by a quarter, the cost of livestock theft has risen by seven per cent.
Different PR worked drew up the media list and phoned key news organisations to “sell in” the story to them.
Both regional TV news channels, BBC Look North and ITV Tynes, sent reporters and the Yorkshire Post a photographers.
The Different PR then issued a post launch release – together with photographs they took – to the local, regional and trade media. After broadcasting it on its main 6.30pm programme, Look North uploaded the story to its Facebook page, and to date it has attracted more than 60,000 views.
The TecTracer launch has been featured in the Yorkshire Post and on its website, and appeared on on the BBC Look North, ITV, Northern Echo, Whitby Gazette, York Press and farming websites, both here and abroad.