CLIENT- 2 :- BELKIN-CONSUMER/LIFESTYLE MEDIA OUTREACH CAMPAIGNDATE OF IMPLEMENTATION: NOVEMBER 2008

The Communications Objective:

• To position the Belkin brand and its 'lifestyle' focused product offering within key Consumer/Lifestyle mediums across the region

• Introduce media to Belkin and educate them on their unique products so that the

right message is communicated to the target publics

The Communications Challenge:

• Belkin as a brand was not at 'top of mind' with key journalists and therefore had not received consistent, well positioned exposure with key titles to date

The Campaign Implemented:

• The media outreach campaign helped educate key journalists on the Belkin product offering through a clever, timely media outreach campaign

• The key strategy behind the campaign was to help communicate the Belkin brand & its offering to target media & audiences. Therefore the successful campaign helped educate key journalists on the Belkin product line up through a clever, timely media outreach programme (targeted Editorial to key English & Arabic media segments covering Technology/Consumer related content)

• As the Belkin brand was not clearly recognised by target audiences, the campaign was part of an overall integrated PR & Marketing programme designed to help brand build & position the Belkin product offering with target audiences/media

The Result of the Campaign:

• Tier 1, quality coverage was achieved in the UAE and GCC through media segments including Fashion, Women’s, Consumer/Lifestyle, Men’s, Tabloid, Travel, Weekend/Weekly supplements

• Client, both from the regional & corporate team were impressed with the strong results achieved via the media outreach campaign. The campaign received strong media exposure & positioning with quality media segments that cover Belkin’s target audience across the region

• The targeted PR/Media Campaign driven by Active has helped support Belkin with their growing Channel/Partner network across the region. Overall, Belkin as a brand is now further established with its regional Channel/Partner community, which has meant an increase in sales & profit across the board and of course further shelf space for Belkin!

•  Agency evaluated strong ROI - based on the results achieved and the overall dollar investment made by the Client for the PR costs vs.. the Ad value (based on results compiled by third party media monitoring agency)