Securitas USA launches holiday security campaign

Securitas Security Services USA has launched “Security Is Not a Gig” ahead of the holiday season to push back on treating security like on-demand labor. The campaign spotlights training, oversight and technology as businesses face heavier crowds, longer hours and higher seasonal risk.

Why it matters: - Securitas USA is positioning professional security as a business continuity issue, not a fill-in staffing task. - The campaign targets retailers, hospitality operators and commercial properties that face more foot traffic, longer operating hours and higher risk during the holidays. - Securitas says the goal is to show why preparedness, accountability and trained response matter when safety and reputation are on the line.

What happened: - Securitas Security Services USA, Inc. launched its “Security Is Not a Gig” campaign ahead of the busy holiday season. - The campaign challenges the idea that security services can be treated as interchangeable, on-demand labor. - A new brand video sits at the center of the campaign and contrasts gig-based work with professional security services. - Monika Brown, vice president of operations at Securitas North America, said security requires the right professionals, training and support when conditions change.

The details: - Securitas says its Security Response Services, or SRS, gives businesses flexible security coverage backed by operational infrastructure, experienced personnel and intelligent technology. - The company says SRS is designed to differ from transactional staffing models by adding management oversight and established service standards. - Securitas says its approach includes trained security professionals supported by established training practices and operational experience. - Securitas says the model also includes operational accountability through structured oversight, established procedures and management support. - Securitas says the service offers flexible coverage for temporary, seasonal and changing operational needs. - Securitas says technology-enabled support includes real-time information and connected security capabilities. - The company says these capabilities help organizations handle temporary and evolving security needs without treating security as temporary labor. - The holiday season can bring larger crowds, increased activity, extended hours and more exposure to theft, disruptions and other operational risks. - Brown discusses those seasonal security challenges in a recent episode of Securitas’ “Table Talk” series.

Between the lines: - The campaign is as much about brand positioning as it is about sales. - Securitas is trying to draw a sharp line between professional security services and gig-economy staffing models. - The message suggests businesses want flexibility, but not at the expense of expertise or oversight. - The campaign also reinforces Securitas’ pitch that human judgment and technology work best together.

What's next: - Securitas said the campaign will be supported by digital advertising, social media, thought leadership and sales initiatives. - The company said those efforts are meant to help organizations better understand the value of professionally managed security services. - Viewers can watch the new brand video on Securitas’ YouTube channel. - Businesses can learn more about Security Response Services or request a customized security assessment through the company’s service page. - Securitas continues to market the campaign across North America as seasonal security demand rises.