Happy Holidays from Brookline!
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Happy Holidays from Brookline PR!

Absent from picture, but enjoying baby time: Sophie Pilon and Ashlee Smith

Editors: Bridgette Slater and Stephanie Rochon

Brookline wishes all clients, partners, friends and families the warmest season’s greetings and a happy New Year!

To celebrate the spirit of the season, Brookline has made a donation to the Sheldon Kennedy Child Advocacy Centre (SKCAC) on behalf of our clients, partners and friends. We are moved by the incredible work of the SKCAC and are proud to support such an extraordinary organization. The SKCAC is a place of hope, help and healing for children, youth and families impacted by child physical and sexual abuse and we encourage you to learn more about the organization at www.sheldonkennedycac.ca.

We’ve had an unforgettable year and have compiled the fun and amazing moments with our team, clients and partners of 2017 in this year’s edition of The Beacon. Enjoy!

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A Message from Shauna

Shauna MacDonald

BOLD - showing an ability to take risks; confident and courageous.

Bold is a great word to describe Brookline’s past year. We were so fortunate to work with long-standing clients but also welcome new brands to the agency and grow our national footprint across the country. Along with our client base, our team also grew with some fabulous new hires and two members of our senior team were named to PR in Canada’s Top 40 Under 40 List. Congratulations Lisa and Leanna!

Our extended family also grew in a very new and bold way with Sophie Pilon and Ashlee Smith welcoming beautiful baby girls into the world. What a way to cap off a wonderful year! And as a female entrepreneur and working mom, I encourage our team, partners, friends and clients to be bold and proud of who they are and what they do as we celebrate the end of 2017 and move into a new and exciting year.

Happy Holidays!



Being Bold in 2017

Brookline kicked off its 13th year of business by focusing on a theme that has brought the agency to new heights – BOLD. The accomplishments the team has achieved this year have continued to highlight Brookline’s commitment to delivering exceptional results for our valued clients, both locally and nationally. Brookline’s proactive involvement in the community and role as an industry thought leader, have enhanced the agency’s reputation as one of Canada’s leading boutique PR agencies.

Building on the remarkable success of 2016, Brookline continued to experience growth in 2017 with new clients, new hires and an expanded presence across Canada. This growth is attributed to the Brookline team’s hard work in delivering and executing exceptional public relations campaigns that challenge the status quo. This year, Brookline was honoured once again to receive several awards that recognize these accomplishments, including two PR in Canada Top 40 Under 40 accolades.

As 2017 comes to an end, we look forward to bold collaborations with our clients, partners and friends in the new year!


Client Highlights!

Sheldon Kennedy Child Advocacy Centre

Brookline has been proudly working alongside the Sheldon Kennedy Child Advocacy Centre (SKCAC) this year to support various initiatives by providing services including CEO communications, media relations, event planning and internal and digital communications. Most notably, the Brookline team planned and executed a press conference with the SKCAC to announce the launch of an informational toolkit to help educators and school staff recognize, address and report potential child abuse they may suspect within their schools. Brookline’s media relations efforts resulted in nationwide media coverage.

Global Petroleum Show

As the Agency of Record for dmg :: events’ Global Petroleum Show (GPS) for the past decade, Brookline was thrilled to support the show’s 49th year this past June. Considered to be one of the world’s largest gatherings of oil and gas professionals, GPS once again provided a platform for industry leaders to connect and learn about the oil community in both emerging and established markets. This year’s show featured appearances from prominent political figures, including Canada’s own Hon. Francois-Phillipe Champagne, Minister of International Trade; Hon. Rachel Notley, Premier of Alberta, as well as a number of innovative displays and new networking and educational opportunities. Brookline’s comprehensive support of the exhibition resulted in more than 300 media stories on all platforms covering the event.

Servus Credit Union

Brookline worked with longstanding client, Servus Credit Union, on a special campaign to promote its mobile escape room – a fun activity that travelled across Alberta as part of the Summer of Servus. Brookline conducted media relations efforts to inform communities throughout Alberta about the arrival of the mobile escape room – modeled after an old, stodgy bank. The purpose of this activation was to challenge Albertans to escape the rigid, square structure of a traditional bank while learning about the different services Servus has to offer.

Good Earth Coffeehouse

Brookline was pleased to continue its public relations support of Good Earth Coffeehouse (Good Earth) this year through new store openings and its annual holiday campaign. Good Earth opened its first locations in both Toronto and Winnipeg this year, marking rapid growth for the franchise-based chain and receiving excellent media coverage. Brookline undertook comprehensive media and blogger relations programs to introduce Good Earth’s welcoming cafés, exceptional coffee and fresh, wholesome food to these markets.

Paul Brandt

This year ushered in many exciting projects for country music superstar Paul Brandt, both musical and charitable in nature. Since 2010, Brookline has worked with Brandt on several projects and was proud to work with the artist this year providing media relations support for three separate projects including: Brandt’s induction into the Canadian Country Music Hall of Fame; the release of his new single, The Journey; and his important philanthropic initiative, #NotInMyCity. These projects took on a national scope, with Brookline coordinating more than 100 interviews that spanned the country from British Columbia to Newfoundland.

Pursuit Banff Jasper Collection

Brookline had the pleasure of continuing to support Pursuit Banff Jasper Collection (Pursuit) throughout 2017 on a variety of campaigns promoting its iconic experiences in Alberta. Brookline coordinated social influencer and media experiences that generated news and excitement around the completely redesigned Banff Gondola upper terminal, as well as the Elk + Avenue Hotel. More recently, Brookline managed a media outreach campaign and press conference in Banff unveiling the new concept for the Mount Royal Hotel. The completely remodelled hotel is slated to open in July of 2018 and Brookline will be ready to support Pursuit again for this and other exciting projects in the New Year!

ICE District

Edmonton’s ICE District continued to see extensive growth this year and Brookline had the pleasure, once again, to support on a variety of projects. With construction underway, projects completed by Brookline in 2017 included the grand opening of Edmonton Tower, an exclusive media construction tour of the district, the announcement of ICE Phase 2, the topping off of the commercial floors of Stantec Tower and the grand opening of the SKY Residences at ICE District Presentation Centre. As ICE District continues to shape Edmonton’s skyline, Brookline looks forward to supporting the venture on many more monumental events in 2018.


TELUS Spark, Calgary’s reimagined science centre, unveiled its new culinary offerings this year with the opening of Social Eatery by Roger Mooking and introduction of charbar as its new exclusive catering partner. Brookline worked closely with celebrity chef, Roger Mooking, and TELUS Spark building excitement and curiosity through a whisper campaign, then unveiling the new offerings through a series of opening events for media, key stakeholders, industry representatives and of course, kids! As part of this project, Brookline coordinated a full-day media tour for Chef Mooking, organized of three launch events and facilitated social and influencer engagement strategies that catered to a variety of audiences.


2017 Additions to Brookline PR!

Iron Mountain

Brookline was thrilled to support Iron Mountain on its initiative, in partnership with Cyark, to digitize Toronto’s Fort York in celebration of Canada’s 150th anniversary on October 4, 2017. Brookline hit the ground running and secured extensive media coverage for Iron Mountain in the technology and IT sectors. The event was an incredible success, showcasing the preservation of one of Canada’s oldest landmarks to ensure future generations can continue to experience and learn about the history of this monumental site.

Sobeys Inc.

To announce Sobeys Inc.’s Canada 150 community investment campaign, Canada Screams for Ice Cream, Brookline engaged media, bloggers and social influencers to build campaign awareness across the country. The campaign was twofold, kicking off with Ice Cream Day on June 13, where Canadians were invited to donate $2 to local youth-based charities in exchange for an ice cream treat at their local Sobeys, Safeway or IGA. The second portion of the campaign, the Kids Paying-It-Forward Program, empowered 150 kids to pay-it-forward with $500 Sobeys gift cards directed to the local charity of their choice. Overall, the campaign raised more than $277,000 for 113 local youth-based charities and Brookline secured coverage from traditional and new media across 17 markets in Canada, with over 100 stories being published throughout the country.


Brookline was thrilled to welcome Mark’s Well Worn as a new client in 2017. Work with the clothing retailer began with Brookline securing media coverage and providing on-site event support for a partnership with Habitat for Humanity in Fort McMurray. This was followed by an exciting project to create awareness and interest around Mark’s North Vancouver store opening by inviting bloggers and social media influencers to an exclusive opening event. Brookline’s partnership with Mark’s continues to grow as the agency is currently supporting on a nationwide media relations campaign in collaboration with HGTV personality Damon Bennett during the holiday season.

Canadian Global Affairs Institute

The Canadian Global Affairs Institute (CGAI) is a national think tank and an expert source on global affairs. Brookline began working with CGAI this year to build broader awareness of the organization and its mandate through speaking opportunities, media relations and events, including an upcoming speaker event that will take place in 2018. Prominent additions to CGAI’s Advisory Council have also recently garnered media coverage for the non-profit organization thanks to PR support from Brookline.

Calgary Bid Exploration Committee

Brookline was thrilled to win a competitive bid to support the Calgary Bid Exploration Committee (CBEC) earlier this year. The committee was tasked with conducting a comprehensive assessment of whether or not it was feasible and prudent for the City of Calgary to host the 2026 Olympic and Paralympic Games. Brookline supported CBEC’s communications on the committee’s research, milestone dates and announcements leading up to the final report, as well as the delivery of the final study and recommendation to Calgary City Council.

The City of Red Deer

The redevelopment of the Riverlands District in the City of Red Deer has been a vision-in-the-making for the past 20 years. Brookline was proud to help bring this vision to reality with the unveiling of the district’s new identity: Capstone at Riverlands. Brookline was brought on in 2017 to support the overall development, manage issues and help provide information around the district to businesses, residents and visitors of Red Deer. Brookline relaunched the Capstone at Riverlands brand, previously known as Riverlands, with Red Deer’s mayor at a standing-room only press conference followed by a public street celebration that brought 500 Red Deer locals and business owners to Capstone. As the development progresses, Brookline looks forward to sharing more news about this exciting area of Red Deer.

Feld Entertainment

Feld Entertainment made its way back to Calgary this year with two of its most popular live productions: Monster Jam® and Disney on Ice! Bringing spectacular live entertainment to audiences across the globe, Brookline supported the action-packed Monster Jam shows and magical Disney On Ice performances through media relations outreach and onsite support. Brookline’s PR efforts resulted in substantial coverage for both events, each with over 20 pieces of coverage across TV, radio, print and online publications throughout Calgary.

Aeromexico and the Calgary Airport Authority

This spring, Brookline had the pleasure of working with longtime client, the Calgary Airport Authority (YYC), and new client, Aeromexico, to mark the airline’s newest non-stop service between Calgary and Mexico City. Brookline planned two events to celebrate the new air service including a press conference and an evening reception for media, executives, government officials and VIPs. The two events celebrated both Mexican and Western cultures with highlights such as traditional Mexican dancers, Stampede royalty, line dancers and even a wide selection of tequilas (for the evening event of course!).

Boardwalk Rental Communities

Brookline is proud to have been chosen by Boardwalk Rental Communities to help create a legacy book, showcasing the company’s incredible growth from a one building, family-owned business to a strong, relationship-oriented public company. In addition to managing the project, Brookline has been crafting and communicating Boardwalk’s story in order to further build the relationship with the organization’s stakeholder groups – resident members, associates, unitholders, communities and partners – that make up the Boardwalk community. Brookline is pleased to be able to capture the company’s incredible culture, values, and focus on building better communities in a high-quality, stylish and impactful book that will tell Boardwalk’s story for generations to come.

Brookline Babies!

This year, Brookline was overjoyed to welcome two new bundles of joy to the team. Baby Emma Michéle Anne Mikalson (Sophie Pilon) and Baby Amelia Margaret Salwa Gendi (Ashlee Smith) arrived happy and healthy on September 30, 2017 and October 12, 2017 respectively. Though both girls arrived a little later than expected, the Brookline team patiently awaited their arrival and couldn’t be happier for Sophie, Ashlee and their families.


Brookline In The Community

One of Brookline’s key mandates involves giving back to the community and supporting philanthropic causes that work tirelessly to improve the lives of individuals in the communities we serve.

This year, Brookline was honoured to provide pro-bono public relations services for Paul Brandt’s #NotInMyCity Campaign, a cause geared toward raising awareness about the prevention of human trafficking in Calgary, and STARS Air Ambulance CEO Rescue in the Rockies, the organization’s largest single-day fundraiser. Brookline engaged with both local and national media to raise community awareness around these worthy causes. The Brookline team also rallied to raise funds and participate in the CIBC Run for the Cure for the 13th year running, raising a total of $2,650 for an organization the agency has supported since its inception.

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.


Get in Touch

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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