case study: belkin – a streetcar named inspire


Belkin inspires the City of Toronto with its functional and stylish products. A tour on a themed streetcar through the streets of downtown Toronto gave lifestyle and fashion journalists an opportunity to touch, feel and demo Belkin’s stylish products, including its complete line of iPod accessories and Laptop@Home products, in a non-threatening technical means.

Known primarily for its cabling and networking products, the objective was to emphasize the breadth, creativity and functionality of Belkin’s product offering.

A Streetcar Named Inspire picked up models along its downtown route to showcase these chic products. Following the ride, media were dropped off at a high-end furniture store (UpCountry) that had been transformed into a modern tech-lovers home that featured five segment-inspired rooms.

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Results

GCI Group successfully repositioned Belkin from a technology company to a lifestyle brand. The interest from the lifestyle and fashion journalists that GCI secured provided a springboard for Belkin to interact with these reporters; a media set the company have never interacted with prior to the event.

GCI’s creative efforts were recognized by the PR industry with two CPRS awards.

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awards & recognition

3M Privacy Filters, "Canadians Love to Spy"
 2009 Ovation Award of Merit for Brand Communications, IABC

3M Command Campus Tour, "Save the Walls"
 2008 Award of Excellence, CPRS

Belkin, "A Streetcar Named Inspire"
 2008, Silver Award of Excellence, Special Events Category, CPRS