Happy Holidays from Brookline!
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Editors: Tammy Mandelbaum and Erica Morgan

Happy Holidays from Brookline PR!

Brookline wishes all of our clients, partners, friends and families a festive holiday season and a very happy New Year!

To celebrate this festive season of giving, Brookline has made a donation to the Sheldon Kennedy Child Advocacy Centre (SKCAC) on behalf of our clients, partners and friends. The SKCAC is an incredible organization that is near and dear to our hearts. We encourage you to view the important work they do to provide healing and support to children, youth and families impacted by child physical and sexual abuse at www.sheldonkennedycac.ca.

We’ve had a wonderful 2016 and have compiled unforgettable moments with our team, clients and partners in this year’s edition of The Beacon. Enjoy!

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A Message From Shauna

2016 was a memorable year for Brookline. We moved our office into an amazing new and larger space, we expanded our team with some great industry practitioners and we saw growth in new markets such as Vancouver, Toronto and Edmonton. All of these elements can be attributed to the overall strength of the agency. Even though there were many uncertainties throughout the year - the economy, U.S. election, the break-up of Brad and Angelina - Brookline remained strong due to our fabulous team, amazing clients and partners, and unbelievable passion for what we do.

Although we all recognize that 2017 does not have a clear and crystal future (what year does?!), Brookline looks forward to creating more success stories and lasting memories with all of you in the coming year. Until then, on behalf of the entire team at Brookline, we wish you a healthy and happy holiday season!





Finishing Strong in 2016

Brookline was excited to kick off its 12th year of business focused on the theme of strength. Engaging in social and professional circles as thought leaders in the industry and playing an active role in both local and national communities to deliver exceptional results, Brookline successfully continued the elevation of our brand as one of Canada’s leading boutique PR agencies.

Brookline was fortunate to experience continued growth in 2016 with new clients, new hires, an expanded presence across Canada and several employee promotions. In tandem with this growth, Brookline was able to achieve another exciting milestone with a move to a larger office space in downtown Calgary.

As Brookline continues to establish itself as a leader in delivering and executing outstanding public relations campaigns for our clients, we were honoured once again to receive several awards in 2016, including a PR in Canada Top 30 Under 30 accolade and four Stevie Awards for Women in Business: Female Entrepreneur of the Year in Canada (gold), Female Entrepreneur of the Year – Business Services – 10 or Less Employees (bronze), Woman of the Year – Advertising, Marketing & Public Relations (bronze) and Women-Run Workplace of the Year – 10 or Less Employees (bronze).

As 2016 comes to an end, we look forward to finishing strong, together with our clients, partners and friends!





Client Highlights!

ONE Properties

ONE Properties

Brookline supported our long-standing real estate development client, WAM Development Group, as they rebranded to ONE Properties this fall. Managing the external launch of the brand, we were pleased to secure feature coverage in the Edmonton Journal and look forward to supporting new projects for the new brand in the coming year.

ICE District

ICE District

2016 has been a year of milestones for ICE District and Brookline was, once again, privileged to contribute to the revitalization of downtown Edmonton. Brookline provided media relations, event planning and management, and media training services for the announcement of the JW Marriott luxury hotel, the topping off of Edmonton Tower, the Stantec Tower grade-level event, the Kids & Company childcare centre opening and the announcements of several high-profile tenants. We were also able to provide onsite support at the grand openings of both Rogers Place and Grand Villa Casino Edmonton.

North West Redwater Partnership and North West Refining

North West Redwater Partnership and North West Refining

Long-time clients North West Redwater Partnership (NWR) and North West Refining (NW Refining) continued to enlist Brookline’s support for media relations and communications management for the Sturgeon Refinery, currently under construction in Redwater, Alberta. Brookline has provided proactive and reactive media relations services for NWR since the inception of the refinery project. This year, Brookline also supported NW Refining’s logo rebrand and launch of a new website, in addition to managing multiple media events at the Sturgeon Refinery celebrating NWR’s partnership with Women Building Futures, to train and employ women in the trades.

Hainan Airlines and the Calgary Airport Authority (YYC)

Hainan Airlines and the Calgary Airport Authority (YYC)

Brookline was called upon by The Calgary Airport Authority (YYC) and Hainan Airlines to manage the inaugural launch and celebration of the new non-stop passenger service connecting YYC with Beijing. Brookline was tasked with managing multiple events (some of which occurred simultaneously) to welcome high profile government officials, dignitaries, corporate executives and VIP guests to celebrate and give recognition to Hainan Airlines as a new member of the airport and Alberta community. All events were highly praised by both the Airport Authority and Hainan Airlines.

Ford of Canada

Ford of Canada

Brookline is thrilled to be working with Ford of Canada once again by supporting its Southern Alberta public relations activities. In 2016, we had the opportunity to assist the iconic brand with some exciting projects and a wide variety of initiatives. This included extensive media relations campaigns with prominent media and key bloggers, ongoing dealer relations, and the successful execution of various events that resulted in widespread reach and extensive coverage.

Mattamy Homes

Mattamy Homes

Mattamy Homes, North America’s largest privately owned home builder, engaged Brookline to support media relations efforts for multiple community investment partnerships throughout 2016, including the Batting Against Breast Cancer slo-pitch tournament in support of the Canadian Breast Cancer Foundation, as well as the Airdrie Firefighters Association’s rooftop campout in support of Muscular Dystrophy Canada. Brookline also managed event logistics for Movie in the Park events in Mattamy’s Calgary and Airdrie communities, which drew crowds of over 100 residents this summer.

Edo Japan

Edo Japan

Brookline has been proudly working alongside Edo Japan to execute national and local public relations activities for the last six years and we look forward to continuing this partnership in 2017. Public relations initiatives in 2016 ranged from media relations to blogger engagement to event management and more in support of a wide variety of promotional campaigns and overall organizational growth.

Rocky Mountain Wine & Food Festival

Rocky Mountain Wine & Food Festival

The Rocky Mountain Wine & Food Festival is the largest wine and food event in Alberta. This annual fan favourite event happens every fall in Calgary and Edmonton. The Rocky Mountain Wine & Food Festival showcases extensive wine, scotch, beer, premium spirits and endless gourmet food samples. Brookline has managed the media relations efforts for the Rocky Mountain Wine & Food Festival, and its sister festival Winefest, for six years running and has loved every minute of it!





2016 Additions to Brookline PR!

Fountain Tire

Fountain Tire

Brookline was thrilled to win a competitive bid to support Fountain Tire with its 60th anniversary campaign. The campaign, titled the Open Road Cinema Tour, travelled to several Canadian cities throughout the summer hosting a series of drive-in movies for the public. Brookline managed media relations outreach for the campaign and worked with key bloggers in each market to drum up excitement for the festivities and to provide contesting opportunities. Brookline has since continued to work with Fountain Tire on its winter tire safe driving campaign.

Calgary Co-op

Calgary Co-op

One of Brookline’s newest clients is Calgary Co-op. We were hired by Calgary Co-op, through a competitive bid, to help build brand profile and drive awareness for the organization’s vast variety of services and its commitment to quality and local suppliers. Some exciting initiatives will be launched for the brand in 2017, so stay tuned!

WestCreek Developments

WestCreek Developments

Brookline supported WestCreek Developments with a comprehensive media relations campaign focused on bringing a public art installation, designed by actress Jane Seymour, to the suburban community of Legacy in Calgary. A number of media interviews were coordinated for WestCreek spokespersons and Jane Seymour prior to and during an official public unveiling event, which included a white-hatting ceremony performed by Mayor Nenshi. Brookline was also pleased to advise on social media and influencer engagement strategies for the campaign, which resulted in more than 70 media stories.

TELUS Spark

TELUS Spark

Brookline had the pleasure of working with TELUS Spark, Calgary’s premier science centre attraction, on multiple occasions this year. On the heels of conducting multi-day in-depth media training sessions for upwards of 20 employees earlier in the year, Brookline is currently supporting TELUS Spark with the development of a comprehensive media and digital relations strategy for a project that will roll out in 2017.

Brewster Travel Canada

Brewster Travel Canada

Brookline had the opportunity to work with Brewster Travel Canada (Brewster) on a number of mandates this year. Brookline enjoyed sharing Brewster’s Epic Pass promotion, providing Albertans with unlimited summer access to five Rocky Mountain destinations, through a province-wide media relations strategy. We also implemented a media and blogger relations strategy to introduce the stunning Banff Gondola upper terminal $26 million redevelopment to local and national audiences.

Marriott Hotels & Resorts

Marriott Hotels & Resorts

When the Calgary Marriott In-Terminal Hotel opened its doors at the Calgary International Airport this fall, Brookline was enlisted to support on the hotel’s official launch event. Brookline assisted Marriott in curating interest in the event amongst prominent Calgarians, key influencers and relevant industry stakeholders. Guests were treated to an exciting array of culinary experiences and had the opportunity to explore hotel venue spaces during the exclusive preview event, which hosted over 200 attendees.

Comrie’s Sports Equipment Bank

Comrie’s Sports Equipment Bank

Brookline was honoured to partner with Comrie’s Sports Equipment Bank to execute a successful campaign for the unveiling of its new storage facility, which included an exclusive media sneak-peak tour and resulted in substantial media coverage. The event aimed to raise awareness of the organization, a Calgary-based charity that provides opportunities for children to participate in sports by supplying equipment at no cost to qualified Southern Alberta families. The event also helped to inspire a local audience by sharing Comrie’s profound story.

City of Red Deer

City of Red Deer

The province of Alberta boasts a multitude of beautiful and vibrant cities and towns, including its third largest city, Red Deer. Brookline was excited to begin a partnership with the City of Red Deer for its Riverlands Redevelopment project. The new mixed-use neighbourhood will focus on the river as a major public amenity and feature residential, office, retail and natural spaces. Brookline is deep into planning and strategizing a community activation event for the entire city to enjoy, with execution expected in spring 2017.





Brookline in the Community

This year presented Brookline with the opportunity to rally behind a number of causes that made a significant impact both at home in Calgary and in our neighbouring communities.

For the 12th year running, Brookline was honoured to provide pro bono media relations expertise to the Canadian Breast Cancer Foundation for its annual Survivors’ Parade. Keeping with tradition, the Brookline team also rallied to raise funds for and participate in the CIBC Run for the Cure. In addition, we were able to offer pro bono media relations support for Motionball’s annual charity gala and STARS Air Ambulance CEO Rescue in the Rockies in Calgary, as well as D.O.T. (Doors Open to Technology) in Vancouver.

Brookline continues to work with post-secondary institutions and industry organizations to support students and aspiring public relations professionals through student open houses, day-in-the-life programs, mock interviews, networking events and guest lectures. The Brookline ApPRenticeship program also continues to flourish as we welcome interns into agency life on a quarterly basis.





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We always love to hear from you! If you have any comments, questions or feedback regarding The Beacon or any of our services, please contact Shauna MacDonald at smacdonald@brooklinepr.com or 403-538-5645.

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