Archive for October, 2014

Cathay Pacific Launches New Cargo Gateway in Calgary

Wednesday, October 29th, 2014

It was an exciting week at Brookline Public Relations as we had the pleasure of helping Cathay Pacific launch their new cargo gateway here in Calgary. We held two events to celebrate: an evening reception and a morning event to welcome the inaugural flight. Both events were held in not-so-typical venues: an empty cargo building for the reception and a live animal facility (used to transport animals through the airport) and on an airport apron for the final event. We definitely had our work cut out for us!

To kick things off at the evening reception, guests were welcomed by Cathay Pacific flight attendants who passed out branded cowboy hats and bandanas.


Guests were then able to relax on hay bale lounges, test their skills on the mechanical bull, learn how to line dance with Chinook Country Line Dancers and also enjoy music care of local country band PEAR.


The event also included elements representing the culture of Hong Kong, the location of the company’s head office. In the picture below, Cathay executives help with the ceremonial first slice of the roast pig – a symbol of good luck.


The evening capped off with a grand prize of two round trip tickets to Hong Kong on Cathay Pacific. All guests were given a fortune cookie with one fortune announcing the winner!


The celebration continued on Saturday morning with the exciting arrival of the first Cathay Pacific Cargo Boeing 747-8 to Calgary on October 18, 2014.


The flight touched down to a reception of nearly 200 attendees who enjoyed a celebration of East meets West with a traditional lion dance, white hat ceremony, and fun family activities.



The inaugural flight commenced Cathay’s twice-weekly scheduled service to Calgary, increasing the flow of cargo between Canada and China. This will mean big things for Calgary and we were proud to be a part of it.

Welcome to YYC Cathay Pacific!

– Kristen McAdam is an account specialist at Brookline Public Relations. She has a diverse background from corporate, to professional sports, to the not-for-profit sector and brings experience to the agency in the areas of event management, marketing communications, and media relations.

How to Plan Your Own Birthday Party: 10 Event Planning Necessities

Tuesday, October 28th, 2014

Brookline recently took a moment to celebrate what is fondly referred to around our office as #10yearsofhappy, by hosting a Brookline-themed anniversary party. The event was no small feat and expectations were high – especially considering that we throw events for a living. Luckily we know a few tricks of the trade that made executing a seamless event a little easier. Here are 10 event-planning necessities that make all the difference when it comes to organizing a killer party:

  1. A head start. The one thing you can never get enough of when you’re event planning is time. The earlier you get the ball rolling, the easier your life will be when you’re juggling vendors, guest lists and venue selection. Believe it or not, Brookline’s birthday bash was actually in the works months in advance of its execution.


  2. A place to call your own. Location, location, location! It’s more than an old adage – choose a venue that is the right size and feel for your event and think creatively about how you can make the space your own. We transformed our restaurant location into Bar Brookline for the night, rebranding the venue inside and out to create a totally different look.



  3. A theme to set the mood. Whether it’s a colour scheme, an overall ‘vibe’ or a specific theme that you’re going for, ensure you tie each aspect of the event together. The last thing you want is to confuse your guests with a hodgepodge of mismatched or random décor. We kept things simple with a black and white colour scheme and a chic New York club vibe.



  4. Party People. What’s a party without guests? Take time to strategically prepare, update and thoroughly review your guest list – you don’t want to forget anyone! Ensure that contact information is up to date and that you have a second pair of eyes to check your list over (or in our case, 10 pairs of eyes).



  5. A warm welcome. It is crucial to make a good first impression. Guests should be made to feel welcome and provided key information (where they can check in, hang their coats and get a drink) as soon as they step through the door. Be sure to also keep traffic moving, this will prevent bottlenecking and help to fill your event space.



  6. The right sound. Having the right kind of music to fill the silence or get people moving is just as important as décor. Whether it’s a DJ, live music or both, it’s important to coordinate your sound with the mood of your event to round out the ambiance that you’re trying to achieve. Brookline enlisted a DJ as well as conga and saxophone players, to create an upbeat, lounge-y atmosphere.



  7. A little something to whet the appetite. If your event is taking place close to a meal time, be sure to have something tasty on hand for your guests to snack on (or you may end up with more than a few ‘hangry’* guests). We went with a selection of trendy hors d’oeuvres that catered to the demographic of our guests– deep fried mac and cheese anyone?
    *Hangry: A state of anger or irritability resulting from being hungry.


  8. A tweet or two. Social media is extremely pervasive in the world of events and what people post before, during and after your event will have a lot to say about its success. Keep social media top of mind during your event by providing your guests with visual reminders of relevant social media handles and hashtags. #10yearsofhappy made more than one appearance on the day of our event and kept the momentum going in the days that followed too.


  9. A rock star team to back you up. Pulling off any event should always be a team effort. Second opinions, site visits, vendor inquiries, set-up and take-down all require a little help from a friend (or 10). Having a solid event team makes all the difference and at Brookline we’re lucky enough to have a stellar team of event rock stars to make the magic happen.


  10. Something different. Set your event apart and incorporate a creative twist or two to keep people taking about your event even after it’s come to an end. We surprised guests by unveiling our #10yearsofhappy music video, which paid tribute to Pharrell’s Happy and included cameos by some of our amazing partners and clients. Haven’t seen it yet? Watch it here: https://www.youtube.com/watch?v=Qtu6LE46Etw

While our 10 year anniversary has certainly been a significant milestone for our team, the last 10 years have really been made possible thanks to the wonderful clients, partners and friends who have journeyed with us along the way. Thank you for celebrating with us, we can’t wait to see what the next 10 years have in store!



– Erica Morgan is an Assistant Account Specialist at Brookline Public Relations. She brings experience in the areas of internal communications, branding and business ethics. Erica’s main areas of practice focus on event management, social media strategy and media relations.

EAD Joint Venture Announces Delta Hotels and Resorts as Hotel Partner in the Edmonton Arena District

Thursday, October 23rd, 2014

Brookline has had the opportunity to provide public relations support for the Edmonton Arena District (EAD) Joint Venture on some exciting projects, the most recent of which was the announcement of Delta Hotels and Resorts as the district’s hotel partner. Scheduled to open in early 2018, the new Delta Edmonton will become downtown Edmonton’s first newly constructed four-star, full service hotel in three decades.

The announcement was held at the Art Gallery of Alberta – a stunning space to match the contemporary architecture and innovative design of the EAD and the new hotel tower.


With media and important EAD partners in attendance, Katz Group Chairman Daryl Katz, Delta CEO Ken Greene and Edmonton Mayor Don Iveson all spoke about what this partnership means to the EAD and to Edmonton’s future.


The Delta Edmonton is one of many new Delta projects, including the recently opened Delta Waterloo, Delta Toronto opening at the end of November, and the addition of the new Delta Calgary International Airport that incorporate the company’s new elevated brand concept – one of the many reasons Delta was chosen as the EAD’s hotel partner.

The new Delta Edmonton tower will exceed 50 storeys in height – the hotel itself will occupy 26 storeys, with private condos above reaching into the skyline. The hotel will consist of 362 guest rooms and suites, and offer numerous upscale amenities, such as a luxury pool, outdoor terrace and expansive fitness facilities. It will house approximately 24,000 sq. ft. of state of the art ballroom, meeting, and conference space, with access to an outdoor area overlooking the EAD’s public plaza.


Construction of the hotel’s underground parkade is scheduled to begin in fall 2014, with main hotel tower construction scheduled for fall 2015.


Alison Walker is an Account Specialist with Brookline PR and brings experience in branding, marketing communications, internal communications, event management and media relations. She is enthusiastic about working with clients to communicate their stories in fresh and exciting ways.