Happy Holidays from Brookline!
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Happy Holidays from Brookline PR!

With so much to be grateful for over the past 15 years, Brookline is paying it forward this season with a charitable donation to KidSport Society of Calgary & Area (KidSport Calgary). KidSport Calgary provides kids with equipment and financial support needed to be able to participate in organized sports. We encourage you to learn more about the organization at www.kidsportcanada.ca

We hope you enjoy this year’s edition of The Beacon and look forward to connecting with all of you again in 2020. Enjoy!

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A Messsage from Shauna
Shauna MacDonald

DIFFERENT – not alike in character or quality; distinct in nature; dissimilar.

This year marked many milestones for Brookline. Our agency’s theme for 2019 was #BPRDifferent. We strived to provide different offerings to our clients and challenged ourselves to create bold and different campaigns throughout the year. In addition, 2019 was our 15th year in business, and we have so much to be grateful for. We welcomed new clients, launched our in-house creative design service and celebrated significant successes along the way. We continued to expand our presence throughout Alberta and our work reached across the country.

Looking forward, the future is bright – you could say we’re seeing 2020. I’d like to thank Brookline’s team, clients, and partners for contributing to another fantastic year filled with memories and laughs, all while carrying out impactful public relations campaigns.

Reflecting on 15 years of business, the saying does ring true, time flies when you’re having fun! On behalf of the Brookline team, we wish you a happy and healthy holiday season.

A Year of Different

Brookline took its theme of 'different' to heart this year. Behind every task, project and campaign was one question that the agency relentlessly challenged itself with: is this different?

With this theme in mind, Brookline sought out new ways to tell our story and challenge our clients to think differently as well. We launched a number of ambitious and unique initiatives, starting with our International Women's Day (IWD) celebration and accompanying video recognizing some of Calgary’s most influential women. Following this, Brookline was thrilled to welcome back the leading ladies of our IWD video to take part in the first season of our brand new podcast, Beyond PR, which featured impactful stories from our guests who truly embody what it means to be different.

This year, Brookline also expanded in clients, hires, services and awards. In addition to our fantastic new clients and equally awesome hires, Brookline took the plunge into the creative world with offering in-house graphic design services, hiring two creative team members who have brought out-of-the-box ideas to the table and offered our clients something different. The year certainly concluded on a high note with Shauna MacDonald being named an EY Entrepreneur of the Year 2019 Prairies finalist.

Our team and clients continue to drive our growth into 2020 as one of Canada's leading boutique PR agencies. Stay tuned for a revamped website in the new year! Brookline is grateful to have celebrated 15 successful years in business with our clients, colleagues and partners that have been and continue to be a part of Brookline's story.

Client Highlights

ONE Properties/Amazon

Brookline boxed up a winning event, by leading planning, coordination and execution of a sneak peek event in June for ONE Properties to reveal the construction progress of the new 1-million square foot Amazon fulfillment centre facility in Nisku, Alberta. The event took place at the development site in Border Business Park where various partners and guests were able get a first-hand look at the online retailer’s facility. Key speakers of the sneak peek event included representatives from Amazon, ONE Properties and several government officials. To commemorate the event, both Amazon and ONE Properties made a $30,000 donation to the Leduc and District Food Bank.

Edo Japan

It was a milestone year for Edo Japan (Edo) as they launched the My Edo App, a platform designed to offer customers the convenience of ordering meals at the tip of their fingers. To support this launch, Brookline managed the public relations campaign to generate consumer interest and garner national media and influencer coverage. This included an influencer program engaging top-tier bloggers in Calgary, Edmonton, Vancouver and Toronto to try the app and highlight how it fits within their lifestyle. Unique digital media drops were also distributed to media across Canada and Edo partnered with local businesses in Calgary to showcase the convenience of group ordering through the My Edo App.

Oliver & Bonacini

Brookline was thrilled to work with Ontario-based Oliver & Bonacini Hospitality to announce four of its new restaurant concepts opening in the JW Marriott Edmonton ICE District: Braven, Kindred Food + Drink, Lobby Bar and the buzzworthy cocktail bar Alchemy. To announce the new restaurants, Brookline leveraged media relationships in Edmonton to generate excitement and drive awareness. Brookline also coordinated exclusive sneak peek tours for key media outlets both ahead of and after the official opening to continue the momentum and excitement.

Energy Disruptors

Brookline had the opportunity to work with Energy Disruptors again for their second annual Calgary conference. With headliner and New York Times Bestselling Author Malcolm Gladwell, Sir Ken Robinson and Dr. Vivienne Ming among the industry-leading lineup of speakers, Brookline was pleased to bring international media attention and attendance to discussions about the future of the world’s energy landscape. The momentum brought over 2,000 delegates to the conference, up from 1,600 last year.

KidSport Calgary & Comrie’s Sports Equipment Bank

Brookline was excited to work with KidSport Calgary and Comrie’s Sports Equipment Bank to announce that the latter would become part of KidSport Calgary. Brookline conducted a full redesign of the Comrie’s Sports Equipment Bank’s logo and brand to reflect its new name, Comrie’s Sports Bank: a KidSport Calgary Program. To commemorate this monumental event for both organizations, Brookline coordinated a press conference to announce the change to media, board members, stakeholders and volunteers where the new logo and brand was officially revealed to the public and media were treated to a tour of the facility to showcase where and how all donations are utilized.

JW Marriott Edmonton ICE District

This year, JW Marriott Edmonton ICE District (JW Marriott) officially opened in the heart of downtown Edmonton after much anticipation. Brookline worked alongside ICE District to welcome the hotel to the city, inviting travel, lifestyle, and food media from across the country to experience the ultimate in luxury in one of three JW Marriott locations in Canada. Through a media tour, future visitors across Canada were let in on the secrets of the luxury hotel, with media hits ranging from the front page of newspapers to broadcast and online stories. The JW Marriott is a true cornerstone in the ongoing growth of ICE District.

Jayman BUILT

As agency of record, Brookline has loved working with one of Alberta’s largest developers, Jayman BUILT, over the years. We were thrilled to partner with them and Vintage Group for the grand opening of Chairman’s Steakhouse in Westman Village. The unique and exciting new offering in south Calgary is inspired by the glamour of Old Hollywood, and the Brookline team wanted to ensure the opening paid homage to the iconic era. To coincide with this theme, the event included impersonators from Las Vegas. In addition to event management, Brookline facilitated all media relations related to Chairman’s. This included a long-lead media strategy prior to the official opening and a post-launch media engagement strategy for continued momentum.

Backwoods Energy Services

Brookline was pleased to support Backwoods Energy Services (Backwoods) with the creation of a corporate video that tells the company’s unique story. As a majority Indigenous-owned company, the video highlights Backwoods, the Alexis Nakota Sioux Nation and the important work the two accomplish together. Brookline also supported Backwoods with corporate award submissions, resulting in the company being named a 2019 Canada’s Most Admired Cultures™ winner. Additionally, Brookline developed corporate key messages and secured speaking and media opportunities to further build the Backwoods brand.

New Clients

Alberta Central

Alberta Central contracted Brookline in January 2019 to develop and implement its first-ever public awareness campaign. With Brookline’s in-house creative team, the agency led design and production for all of the central banking facility’s campaign collateral. Brookline put this creative into action at business takeover events and major festivals over the summer, for which the agency secured sponsorship opportunities and managed logistics. Brookline promoted awareness for these activations by facilitating more than a dozen paid online and social media opportunities with influencers, ending the year on a high note for the service bureau and Alberta credit union trade association.

Canadian Sports School Hockey League

Brookline welcomed the Canadian Sports School Hockey League (CSSHL) to its growing roster of clients this year and was thrilled to apply sport industry expertise to the organization’s branding and communications needs. Brookline conducted several surveys across key audiences of the CSSHL in order to create a communications plan and ultimately provide branding recommendations. To encourage engagement, incentives were provided for survey respondents and as a result received an overwhelming amount of responses. Brookline was pleased to carry out this research project and ensure the CSSHL scored big with its communications strategy.


Brookline is thrilled to be making waves with Calgary’s newest internet service provider, Moby. The local company is quickly establishing its position as a small but mighty service provider in a big telco pond. In 2019, Brookline led creative development for several in-home promotional mail drops, rebooted the Moby brand, developed an overarching social media strategy for the company, and executed the redesign of its new website. Brookline looks forward to making a splash in 2020 with the launch of Moby’s new website, continued social media support, and increased public engagement for Alberta’s best choice for fibre optic internet, TV and phone.

Calgary Stampede

Yahoo! Brookline had the pleasure of working with the Calgary Stampede Foundation once again to build awareness of its 2019 Report to Community event. This annual event celebrates the accomplishments of the Calgary Stampede Foundation and its positive impact on youth in the Calgary community and beyond. For the event, Brookline provided strategic content development support and designed key collateral including the event invitation and presentation deck. Brookline also provided on-site event support and managed all media relations logistics for the event.


Brookline was named Swoop’s agency of record this year to oversee proactive and reactive communications, influencer partnerships and other PR activities for this exciting new airline. Most recently, Brookline supported the airline in announcing the launch of five inaugural flights out of the Winnipeg Richardson International Airport. Brookline led all media and influencer relations efforts and assisted in planning logistics with Swoop and Winnipeg Airports Authority. From speaking notes to cupcake art, the announcement was positively received by Winnipeg media, community members and key airport and airline stakeholders. Brookline looks forward to its continued partnership with Swoop in the new year.

Sophie Armstrong

Brookline hit a high note this year by partnering with world-renowned violinist Sophie Armstrong. After taking some time away from the stage, Sophie returned to the international music scene this year with her single, ‘Unvanquished’, and the release of her holiday album, ‘Christmas Classics’. As part of the official launch of her Christmas album, Brookline successfully executed a holiday tour for Sophie to perform at several holiday venues throughout Calgary. Along with providing event management support to Sophie, Brookline secured national media coverage for the release of both the new single and Christmas album.

Greengate Power

Brookline shed light on Canada’s solar industry this year with new client Greengate Power. The agency crafted and successfully placed op-eds for the Alberta-based renewable energy company, secured significant coverage in national media outlets nationwide, and managed media relations for Greengate Power at two major industry events: Energy Disruptors and Emissions Reduction Alberta’s SPARK. Brookline also worked with the renewable energy company to announce regulatory approval for the largest solar project in Canada, Travers Solar, earning Greengate Power extensive media coverage.

Brookline in the Community

Brookline thrives in supporting organizations who directly improve the quality of life in the communities they serve, and we were pleased to provide in-kind support for several not-for-profits in 2019.

Brookline supported Comrie’s Sports Bank (Comrie’s) in launching the organization’s inaugural Comrie’s Sports Equipment Bank Celebrity Tennis Tournament. The tournament featured 16 influential Canadians – including tennis star Daniel Nestor and our very own Shauna MacDonald – and raised funds and awareness for the work Comrie’s does in the Calgary community.

Further north in the province, Paul Brandt brought his #NotInMyCity movement to the Edmonton International Airport this year, and with Brookline by his side showed that human trafficking is not acceptable at the airport, or anywhere else in Canada.

STARS Air Ambulance also reengaged Brookline this year through pro-bono PR and media support of its flagship fundraiser: Rescue in the Rockies for STARS. This year featured an all-female lineup of participants who raised $575,000 to assist STARS’ life-fighting operations.

Brookline was thrilled to partner again with the Boys and Girls Clubs of Calgary to garner media attention for both its 80th birthday and renovation of its Renfrew Hub.

Most recently, Brookline supported WE Scare Hunger, a youth initiative designed to help scare away hunger and raise awareness of food insecurity. Alongside Edmonton Oilers star forward Leon Draisaitl, Ford of Canada and Hockey Helps Kids, Brookline provided media relations support for this important cause.

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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Editors: Tammy Mandelbaum and Erica Morgan | #202, 239 10 Avenue SE Calgary, AB T2G 0V9