Archive for August, 2015

Brookline Takes Flight with Wings Over Springbank

Friday, August 14th, 2015

Dakota Sandquist, Assistant Account Specialist


On the weekend of July 17, 2015, the Wings Over Springbank Airshow unveiled its inaugural show before a stunning Rocky Mountain backdrop.

The Airshow, which moved from its original location in Airdrie to the Springbank Airport this year, had more than 18,000 visitors from all over Alberta come out and enjoy performances from Canada’s top aviation talent.  Brookline was hired to manage the public relations and media buying components for the show and explored options across print, radio and online in order to promote ticket sales for the show.

Brookline’s airshow adventure included a media day on Friday July 17, 2015, where local outlets were treated to personal interviews with pilots including the Canadian Armed Forces Snowbirds, Brent Handy from Redline Aerobatics and Super Dave Mathieson from Super Dave Airshows.

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On Saturday, the Brookline team arrived at the Springbank Airport to find hundreds of Calgarians sampling delicious food truck offerings as they viewed classics like the B-17G bomber on the ground. As the day went on, social media was pulsating with photos and videos of aerobatic and CF-18 demonstrations, wowing viewers with impressive dips, flips and turns.

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Media interaction throughout the weekend, in the weeks leading up to the show and at media day, included appearances on Breakfast Television, CTV News and Global News and coverage from Calgary Herald, Calgary Sun, 660 news, CBC, and more.

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In the weeks leading up to the show, the Brookline team oversaw a wide array of activities that included drafting press releases and media advisories, organizing onsite support, interviews, media facilitation during the event and pro-bono graphic design of custom advertisements with our partner, Everbrave.

Brookline is pleased to have worked with this amazing show and we look forward to flying high with Wings Over Springbank in years to come!

Dakota BW Vertical 2

-Dakota Sandquist is an Assistant Account Specialist with Brookline and has a background in the hospitality and non-profit sectors. Her expertise lies in, strategic communications, content creation and brand development.

Brookline Helps to Launch Ice District

Thursday, August 6th, 2015

Doug Self, Account Executive


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Brookline has planned and executed several large announcements for our client, the Edmonton Arena District, but none bigger than the launch of the official brand for the development. We knew the launch of the brand – Ice District – would be a major story in the Edmonton area and even across Canada.

The launch of the brand featured two events on July 13th, 2015, a VIP event in the morning followed by a media event for the public unveiling in the afternoon. Brookline oversaw event planning and media relations for both launch events, which also took place at and marked the official opening of Ice HQ.

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Coordination of the VIP event, from save-the-dates through to thank-you gifts, saw Brookline manage setup and event flow and also hire and manage catering, A/V, DJ, security, and even an ice sculptor. Ice District partners, community officials, and executives including Daryl Katz, Darren Durstling of WAM Development Group, Bob Nicholson, CEO and Vice-Chair of Oilers Entertainment Group, Edmonton City Councillor Scott McKeen were treated to a breakfast and a private launch of the brand.

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During the media event, Brookline coordinated media for the press conference, which saw more than a dozen outlets and over thirty members of the media in attendance. The event debuted the brand launch video, featured speeches from Bob Nicholson and Councillor McKeen, and even a ceremonial ice breaking in lieu of a ribbon cutting.

The launch of Ice District was leading news in every major outlet in Edmonton and was also covered extensively in Calgary and throughout national and trade publications. A total of 214 unique media stories were captured related to the launch of the brand. Local and regional outlets included Edmonton Journal, Global Edmonton, CBC Edmonton, Edmonton Sun, Metro Edmonton, CTV, Alberta Venture and several radio stations. National outlets that covered the news included The Globe and Mail, MSN, CBC, Global, TSN, Huffington Post, Buzzfeed, SportsNet and Yahoo! News, and more.

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-Doug Self is an Account Executive in Brookline with a background rooted in the technology industry. His expertise lies in media relations, content creation, and communication and marketing strategy.

Measuring your PR Success

Tuesday, August 4th, 2015

Madison Olyniuk, Account Executive


Metrics. Return on Investment. Bottom Line. These are the statements that clients really care about.

Without these, how can you demonstrate how a PR campaign helped to heighten brand awareness?

The problem comes when they ask for one tool that is used across the entire industry. Now comes a list of advertising values, number of media mentions , readership, social traction and the list goes on. With such a wide range of options, it makes sense that PR practitioners are having a hard time guaranteeing perfect and measurable ROI numbers.

In the past it was common practice to use advertising value equivalency (AVE), which includes applying a published advertising rate by a multiplier in order to assign a dollar value to an article. It provides a nice, easy to understand numerical product that is easy to digest by just about anyone. However, this formula has been used primarily to measure tradition media coverage (print, TV, radio), and with the increase in online reporting and social media engagement, this simple equation is no longer relevant in today’s media landscape.

Since the use of AVE is on the decline, practitioners keep having to ask – how can I show my clients measurable results? And while there is no consistent measurement, it becomes vital to understand the unique needs of each client.

As storytellers, we need to be able to communicate what the outcomes of the project were in a way that makes sense to our clients. Whether it be through charts, numbers, spreadsheets, etc. it’s important to ensure your client understands the return they receive.

Some tools that we use at Brookline:

  • Measuring social media traction and engagement – likes, re-tweets, conversations
  • Measuring the overall exposure – a combination of viewership, hits, etc.
  • Delivery and exposure of key messages
  • Prevalence of an article online, in print or on TV and radio

Until that perfect formula comes along, it’s important you communicate clearly with your clients and provide a solution that fits their needs.

Madison Headshot

Madison is an Account Executive at Brookline. She brings experience in the areas of media and social media relations, event management and internal communications.