Archive for January, 2013


Monday, January 28th, 2013

Calgary, Alberta – January 28, 2013 – Brookline Public Relations (Brookline) is pleased to announce it will continue to serve as the public relations agency of record for Hyatt Regency Calgary for the fourth consecutive year.

Brookline develops and manages ongoing public relations activities for Hyatt Regency Calgary and its hotel properties, including Stillwater Spa, Thomsons Restaurant and Sandstone lounge.

“Brookline continues to provide innovative opportunities to build awareness for Hyatt Regency Calgary,” said Herb Rackliff, General Manager, Hyatt Regency Calgary. “We have a great relationship with Brookline and value their creativity, expertise and professionalism.”

In 2013, Brookline will work collaboratively with the talented Hyatt team to help plan and execute a number of new public relations activities. Hyatt Regency Calgary is a popular downtown business hotel, but also attracts leisure guests from around the world. Guests value the hotel’s convenient location in Calgary’s downtown core as well as the guest service and hospitality that has made the Hyatt brand famous around the world.

“We’ve had an incredibly successful partnership with Hyatt Regency Calgary,” said Shauna MacDonald, Principal and Founder of Brookline Public Relations. “We are thrilled to continue to support their team on a variety of creative initiatives.”

Brookline’s work with Hyatt Regency Calgary in 2013 will include media relations, brand awareness and strategic public relations projects.


About Brookline Public Relations

Brookline Public Relations, Inc. is a strategic public relations and marketing communications firm dedicated to helping organizations build awareness, profile and credibility worldwide. Our core purpose is to support our clients’ goals with fresh and creative communications strategies by implementing a solid and professional approach while enthusiastically challenging the status quo. We want our clients to be recognized as industry leaders. Our services include: Media Relations, Industry Analyst Relations, Corporate Communications, Crisis Communications and Issues Management, Marketing Communications, Social Media and Event Management. For more information please visit

About Hyatt Regency Calgary

Hyatt Regency Calgary is situated on Stephen Avenue Walk in the midst of an exciting pedestrian mall and adjacent to the Calgary TELUS Convention Centre. As one of the city’s premium luxury hotels, Hyatt Regency Calgary affords the perfect setting for business and leisure travel. Possessing the largest hotel ballroom in Calgary and 22 meetings rooms, Hyatt accommodates meetings and events of all sizes while ensuring perfection. Other amenities include the award-winning full service Stillwater Spa, Thomsons Restaurant and the Sandstone Lounge. From Canada and the U.S., reservations for Hyatt Regency Calgary may be obtained by calling 1-800-233-1234 or logging onto


Paula Worthington
Brookline Public Relations
P: (403) 538-5641 ext. 104
C: (403) 585-2429

How Fishing is Like Good Public Relations

Tuesday, January 22nd, 2013

I love turning my weekends into memorable outdoor adventures.  This month, I had the opportunity to venture north to the Slave Lake, AB area to try ice fishing. I had a great time: from the quiet cabin, to the ski-doo ride out to the lake, to great company and the thrill of catching (and releasing) some beautiful fish. I learned a thing or two about ice fishing, and realized that PR and fishing have some similarities.

1)      You need to have some bait on your hook

Don’t expect to catch any fish with a dry hook or unappealing bait. Remember, every story needs to have a good angle – When crafting your pitch, be creative, fresh, factual and different.

2)      Sometimes, you have to be patient

Waiting for a fish to bite can take some time, especially when you’re in frigid winter temperatures. Similarly, perfecting your communications plan or getting that “first bite” on a press release can take a little time. Sometimes, timing is everything – know when to act, and know when to wait.

3)      Work hard, work smart

While ice fishing, I moved around to different holes, which were drilled at various depths in the lake. Instead of waiting for the fish to come to me, I tried to seek out where they might be lurking. You can approach public relations the same way – look at your challenges from various angles, think about your audience, and be smart about how you spend your time and energy.

4)      There’s more than what you see on the surface

In the winter, Canadian lakes are covered and insulated by a thick layer of ice and snow. On the surface, it’s a peaceful landscape. Below, the waters are teeming with life. There’s always more than meets the eye – as a PR practitioner, it’s about knowing what to ask and where to look.

– Paula Worthington is Vice President at Brookline PR. She uses her fresh perspective and established experience to deliver creative ideas and results-driven strategies for the agency and its clients.

Tweet Dress Unveiled at ‘Twas the Night

Monday, January 14th, 2013

Imagine if there existed a dress representing our beloved Calgary. What would it look like? That’s the question Tourism Calgary and Paul Hardy posed last fall.

Tourism Calgary, in partnership with internationally acclaimed fashion designer Paul Hardy, recently unveiled an unparalleled couture “Tweet Dress”, the result of a first-of-its-kind social media campaign that highlights Calgary’s unique style and vibrancy.

Tourism Calgary initially launched the campaign at Paul Hardy’s 10th anniversary fashion show in October, encouraging Calgarians and visitors to answer “What’s in style in Calgary?” using the hashtag #StyleYYC.

The response received was overwhelming, and dress designer Paul Hardy was immersed in tweets for the creation, ranging from things like “diamonds and denim” to “rough luxe.” The final dress – which was actually eight separate pieces – incorporated all of those tweets, reflecting our western culture with an elegant twist.

The eight-piece ensemble included a stretch leather bustier with city skyline and a crystal décolletage, distressed leather half chap spats and stretch velvet denim pants. It also featured a full length ruffled evening skirt embellished with tweets, a hand dyed knit cardigan with a Calgary Stampeders logo on the back and a shearling shrug. The look was adorned with a Smithbilt cowboy hat, Alberta Boot Company boots and sunglasses.

Fashion aficionados were the first to see the dress as it was unveiled at The CORE Shopping Centre’s exclusive ‘Twas the Night event in Calgary in November. Guests had the opportunity to see the stunning gown up close, and Paul Hardy was on hand to describe the design process and the story behind each striking detail.

– Sophie Pilon is an Account Specialist at Brookline Public Relations. Sophie’s strength lies in creating tailored strategic communications and media relations plans delivered to each client and their needs.