Happy Holidays from Brookline!
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Happy Holidays from Brookline PR!

Editors: Ottilie Coldbeck and Nicole Herback

Brookline sends warm well-wishes and a Happy New Year to all clients, partners, friends and families!

In the spirit of giving, Brookline was thrilled to participate in the Operation Christmas Child program with Samaritan’s Purse in Calgary this December. Last year, the program filled more than 615,000 shoeboxes with necessities and toys for children in need across the world. Brookline spent a morning giving back - sorting and packing shoeboxes to prepare them for safe transport around the world and into the arms of deserving children later this month.

Brookline was also pleased to provide a donation for another year in support of the Sheldon Kennedy Child Advocacy Centre (SKCAC) as they continue their important work to provide a place of hope, help and healing for youth and families affected by child abuse. We encourage you to learn more about the organization at www.sheldonkennedycac.ca.

This year’s edition of The Beacon captures the exciting highlights and milestones that 2018 brought Brookline, our clients and our partners. Enjoy!

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A Message from Shauna

Shauna MacDonald

INFLUENCE - the capacity or power to be a compelling force on the actions, behaviour, and opinions of others.

A “compelling force” – it’s a perfect way to sum up the women and the work that make Brookline one of Canada’s leading boutique PR agencies. In 2018’s public relations climate, you didn’t have to be in the industry to understand what influence means and how much impact it can have in our community.

Brookline’s own influence was recognized nationally this year, receiving the Alberta’s Best of Business Award of Distinction and being presented the bronze award from the Stevie Awards for Women in Business in two categories: Women-Run Workplace of the Year – More Than 10 Employees, and Woman of the Year – Advertising, Marketing and Public Relations. To top that off, Sophie Pilon, now a mother of two, returned to Brookline and was promptly named one of PR in Canada’s Top 40 Under 40!

2019 is fast approaching, and Brookline is ready. Equipped with another year worth of memories with our clients and some incredible new hires we gained along the way, Brookline is eager to take our team of uniquely talented PR professionals into our 15th year of business. I applaud our team, partners and greater community for how they have all shaped this year of influence.

Happy Holidays!


A Year of Influence

This year, Brookline focused on a theme that would drive all aspects of our agency: influence. To be influential is “to have the capacity to have an effect on the actions, behaviour, and opinions of others”. By using influence to fuel our presence in the industry, community and our company culture, Brookline shared in a number of tremendous accomplishments. Our team and client wins continued to drive our growth as one of Canada’s leading boutique PR agencies in 2018.

Brookline grew this year in both client repertoire and fantastic new hires. On top of that, many memorable moments from 2018, facilitated by our uniquely talented team, drew local, regional and national recognition that translated to awards and accolades – how’s that for influence?

As 2018 draws to a close, we look forward to continuing this momentum through collaborations with our influential clients, partners and friends into 2019.


Client Highlights!

Tourism Calgary - Ultimate Host 2026

Brookline assisted Tourism Calgary with an advocacy campaign aimed at the tourism industry, and in turn, the greater city, to support Calgary bidding to host the 2026 Olympic and Paralympic Winter Games. Tourism Calgary took a strong advocacy role to drive support for the bid on behalf of the tourism industry, and Brookline was instrumental in shaping the campaign. From the inception, Brookline helped bring the Ultimate Host 2026 campaign to life through brand development, content creation and media relations.

ICE District - Stantec Tower

This year brought many exciting milestones for ICE District as it continues to revitalize downtown Edmonton. Brookline kicked off the year with the topping off of the JW Marriott Edmonton ICE District – The Legends Private Residences. This construction milestone brought Edmonton even closer to the newest luxury hotel and residences. Brookline was also honoured in supporting the highly-anticipated Stantec Tower Opening, as well as an exclusive media tour of the latest developments in ICE District. Brookline finished off the year celebrating the topping off of Stantec Tower, now the tallest tower outside of Toronto. The team is looking forward to what 2019 brings with ICE District!

Premium Outlet Collection Edmonton International Airport (EIA) Grand Opening

Brookline was thrilled to work alongside Ivanhoé Cambridge as they celebrated the grand opening of the Premium Outlet Collection Edmonton International Airport (EIA). This was Edmonton’s first enclosed outlet offering a shopping experience that is unlike any other with its standout features that impress travellers and Edmontonians alike. Brookline provided public relations and event planning support leading up to and during the mall’s grand opening week in May. Brookline’s efforts included providing media relations support for the mall’s career fair, which offered more than 1,000 jobs to Edmontonians and surrounding residents. Brookline also planned an unforgettable grand opening week. From a full-scale VIP event and Edmonton Oilers Alumni appearances to a custom-made chalk wall, roaming entertainment and a kid’s activity area, Brookline pulled out all the stops to ensure a memorable grand opening experience.

Jayman BUILT

In 2018, Brookline worked with Jayman BUILT (Jayman) on a variety of exciting projects, including the grand opening of Westman Village, Jayman’s highly-anticipated lake-side community in Mahogany. Westman Village brought with it numerous events and opportunities for media and influencer relations support for restaurant openings, medical program launches, retailer announcements and more. In addition, Brookline’s work with Jayman expanded across Alberta, garnering coverage in both Edmonton and Leduc. Brookline is excited to continue the momentum, entering 2019 as Jayman’s PR agency of record.

Sanjel Energy Services

Sanjel Energy Services (Sanjel Energy) partnered with Brookline to redesign its website to meet the needs of its growing organization and client base. A complete revamp of its existing website was conducted including an interactive wireframe layout, redesign of the look-and-feel, on-location photo shoots, content editing and writing and content management system training. The new website will be launched in early 2019. Brookline also reviewed and updated Sanjel Energy’s crisis communications plan and conducted a mock crisis scenario with Sanjel Energy’s team.

The Calgary Airport Authority – Strategic Brand Unveiling

Brookline worked with the Calgary Airport Authority (YYC) to unveil its new strategic direction and branding to city stakeholders and airport partners. Through two keynote presentations made by the YYC’s President and CEO, Bob Sartor, the highly-anticipated vision for the airport revealed exciting opportunities for the city and region. YYC invited representatives from organizations across the city, with a vested interest in Calgary’s growth as an economic driver in Alberta, to be among the first to experience YYC’s new vision, the North Star. For these events, Brookline managed event logistics and media relations tactics to assist the Authority in sharing their North Star vision with the Calgary community.

Edo Japan’s Fresh Take

Edo Japan had a fresh start in 2018, evolving its traditional brand to a new Fresh Take concept that invited a new demographic of customers to get a taste of the Edo experience. Brookline had the pleasure of managing media outreach for grand openings in Calgary, Edmonton and Winnipeg. Traditional media coverage was garnered in all markets, highlighting Edo’s revitalized store design and layout, refreshed branding, evolved menu, and convenient grab-and-go market wall. Local influencers shared their Edo experience across their social channels and blog platforms, providing additional reach to their followers.

Canadian Global Affairs Institute

This year, Brookline had the opportunity to partner with the Canadian Global Affairs Institute (CGAI) to position it as a thought-leader in Canada on international affairs through a speaker event featuring Lord Conrad Black. The event took place on March 6 at the Westin Calgary and was host to more than 300 attendees for a dinner and fireside discussion. The topic of the night was the state of Canada-U.S. Relations in the Age of Trump. Brookline coordinated a media roundtable with prominent outlets to have an intimate discussion with Lord Black and Kelly Ogle, President of CGAI. Topics ranging from trade, infrastructure and Trudeau’s trip to India were discussed. The evening consisted of a VIP reception followed by a cocktail hour and capped off with a dinner and compelling discussion with Lord Black and CGAI Vice President, Colin Robertson.

Consulate-General of the People’s Republic of China in Calgary – Breakfast with Pandas

Brookline was honoured to have been chosen by the Consulate-General of the People’s Republic of China in Calgary (Consulate General) to celebrate the arrival of the panda family at the Calgary Zoo. The Consulate General worked diligently to bring the family of four to our city as a gesture of friendship between China and Canada. Brookline supported the Consulate General as they hosted a special Breakfast with Pandas event providing both media relations and event management. On June 2nd, guests gathered at the Calgary Zoo where they enjoyed a delicious breakfast and exclusive tours to meet the pandas. Brookline is thrilled to have worked with the Consulate General on this exciting event and to have been a part of welcoming these cuddly new friends to our city!


2018 Additions to Brookline PR!

Dr. Zakhary

This past year brought forth many new clients to Brookline, including Dr. Kristina Zakhary, a renowned facial and rhinoplasty surgeon based in Calgary. Brookline welcomed Dr. Zakhary to its client roster in early 2018, to help increase her media presence regionally in Alberta and Canada-wide. As part of the ongoing partnership, Brookline continues to work proactively seeking out emerging trends, speaking opportunities and influencer partnerships for Dr. Zakhary. Brookline is pleased to continue its work with Dr. Zakhary into 2019 and continue its fresh approach to propel the brand.

KidSport Alberta

Brookline was excited to be the chosen agency to support KidSport Alberta with the development of the public relations plan surrounding its 25th Anniversary campaign in 2020 with all its public relations efforts. Brookline loves to partner with like-minded organizations such as KidSport, which believes that no kid should be left on the sidelines and all should be given the opportunity to experience the positive benefits of organized sports. KidSport provides support to children in order to remove financial barriers that prevent them from playing organized sport.

Alberta Ballet

Brookline is dancing (literally!) as we are so excited to have partnered with the Alberta Ballet to help continue to raise their brand profile in Edmonton and support on Calgary media relations. The team has come up with some fun and creative ideas including re-creating the Nutcracker in Edmonton malls, supporting sponsorship of high-profile events including Nuit Blanche and the Grey Cup Parade and introducing new media and influencers to the Ballet via exclusive opportunities to attend dress rehearsals and opening night performances. We are so excited to continue with some fabulous and unique programs with the Ballet into 2019.

ICE District - SKY Residences

Brookline was proud to have been chosen to work with ONE Properties (ONE) this year. ONE is a dynamic development, property management and real estate company located in Edmonton. They were looking for additional support in driving awareness around its latest development, SKY Residences. SKY Residences offers the ultimate urban living and is situated on floors 30 through 66, atop Stantec Tower, the tallest tower outside of Toronto. Through advertising, road shows and several incentive program events, Brookline supported SKY Residences in building awareness and driving interest around its amenities, location and exclusivity of the property to ultimately increase sales.

Backwoods Energy Services

Brookline is thrilled to be working with Backwoods Energy Services and looks forward to the New Year when we will hit the ground running on some exciting projects. Backwoods Energy Services is unique to other companies in its industry as it is majority owned by the Alexis Nakota Sioux Nation and invests heavily in creating positive change for this community. As we move into 2019, Brookline will support Backwoods in telling this unique story through the creation of a corporate video, sourcing media outreach opportunities and building a social media strategy, just to name a few things on the go!

Fairmont Hot Springs

Brookline has had the pleasure of working with Fairmont Hot Springs Resort since early 2018 to support with media and influencer awareness, highlighting stunning upgrades to the property in both accommodations and amenities. The property’s extensive renovations and world-class hot springs pools, created the opportunity to highlight the mixed-use amenities available to guests and increased buzz around a variety of new and improved offerings at the resort. Brookline planned and managed FAM trips for top-tier influencers to visit the resort to experience the new upgrades firsthand and share the news of the renovations on their social media and blog sites.

Compass Cannabis Clinic and Starbuds Canada

Brookline had the exciting opportunity to work with Compass Cannabis Clinic and Starbuds Canada, supporting both entities in the lead up to legalization of cannabis in Canada and throughout the proceeding months. Brookline coordinated media opportunities and curated social content that generated news and excitement for both brands. To help educate Canadians about cannabis, Brookline continues to seek out speaking, event and media opportunities to encourage more conversation around cannabis and continue to alter perceptions.

Husky Energy

In Fall 2017, Husky Energy (Husky) implemented a new policy requiring all customers to pay before fuelling at Husky gas stations in Ontario to help minimize the risks to employees and patrons. To help bring awareness to this, Brookline was brought on board to support Husky with its ‘Pay Before You Pump’ awareness campaign. The province-wide campaign included a mix of OOH and public relations outreach using billboards, radio advertising, influencer and media relations. Brookline gained the support of the Canada Safety Council to emphasize the importance of this campaign and solidify Husky’s objective of providing a safe environment at all gas stations.


Brookline In The Community

Brookline is thrilled to have worked alongside organizations who have a vested interest in the development of our community – especially so during the year of influence. Brookline was pleased to provide pro-bono assistance to a number of charitable and non-profit organizations that work tirelessly to improve the lives of others in the community we serve.

This year, Brookline was pleased to continue work with Paul Brandt on a new relationship between the #NotInMyCity movement and the Calgary Airport Authority. Brookline also supported STARS Air Ambulance CEO Rescue in the Rockies fundraiser, raising over $640,000 to help STARS continue its mission of saving lives. Adding to Brookline’s diverse community experience, the team provided media relations services for the Calgary National Bank Challenger, hosted at the OSTEN & VICTOR Alberta Tennis Centre, highlighting both local talent and world-renowned tennis players.

A new addition to the Brookline roster included Vibrant Communities Calgary (VCC), a non-profit organization that sought out Brookline’s assistance in launching the Challenge Poverty YYC campaign, bringing together influential Calgarians with people in the community who have experienced poverty. Following the initial campaign, Brookline and VCC engaged the community again during End Poverty Month in October to launch the $7 A Day Challenge.

Combined with the flourishing Brookline ApPRenticeship program, Brookline continues to support the growth and development of aspiring public relations professionals through student open houses, day-in-the-life programs, mock interviews, networking events and guest lectures.


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.

If you wish to be removed from our mailing list, please contact us at info@brooklinepr.com.

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