Archive for November, 2016

Your Brand’s Audience is Purple

Wednesday, November 23rd, 2016

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2012 Presidential Election, Purple America. http://www.princeton.edu/~rvdb/JAVA/election2012/

 

As an American citizen who has lived in Canada for just over three years at the time of this posting, the last couple of weeks of election-related frenzy has been pretty consuming. Rightly so, I don’t think anyone would debate how divisive the last 18 months was in the US.

Don’t stop reading! This is not an op-ed, but merely a reminder that while you, your colleagues, maybe even the values of your entire company may swing to one political persuasion over another, laying a claim to one side is a sure-fire way to alienate at least a portion of those who support your brand.

Without putting specific companies in the corner with a dunce hat firmly affixed to their heads, there were many reminders in the days following the US election that when a brand takes a political side, it has a PR crisis on its hands. Try this exercise: take politics out of the equation and pretend we’re talking about Coke and Pepsi. If you knew around half your customers were Coke diehards and the other half were Pepsi devotees – would you tweet your full support for Coke, even putting down Pepsi as inferior? Of course you wouldn’t!

Yes, I realize politics have an actual affect over peoples’ lives and they should not be reduced to pop metaphors. Individuals should always be free to express their views, opinions and have the right to endorse and vote for whomever they’d like, it is the very basis of democracy.

It isn’t just customers that brands stand to lose, either. Companies are made of individuals of all persuasions, opinions and values, endorsing one way or another alienates not just a portion of your customers, but a portion of your employees. The PR lesson here is simple: never lose sight of the fact that your brand represents a group of individuals that rally behind your company, through working for the company or buying your products and services. The communications you put out in the world affect them, too.

Remember, the world is not only blue or red, no matter what the Electoral College map tells you. My favourite day-after-election map is the purple map, which shows in gradient how America voted. Without a doubt, after every election, it is a blend of blue and red. It is purple, and your brand should be, too.

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

 

Exploring new heights: Banff gondola upper terminal redevelopment

Thursday, November 17th, 2016

The Brookline team recently had the pleasure of supporting Brewster Travel Canada with the grand opening of the Banff Gondola upper terminal building after a $26 million redevelopment. What a day we had! The upper terminal opened to the public this fall providing visitors with a mountaintop experience like never before.

 

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The redevelopment is stunning and features the addition of a state-of-the-art family-friendly interpretive centre; the Above Banff Theatre – showcasing a multisensory presentation; new culinary offerings including an exhilarating dining experience at the upscale Sky Bistro, the self-serve market style, Northern Lights Café, and healthy grab-and-go options at Castle Mountain Coffee Co; and an

 

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expanded rooftop observation deck providing unparalleled views of the Banff town site, the Bow Valley and the surrounding Rocky Mountains.

Brookline implemented a media and blogger relations strategy to introduce the new upper terminal. Media and bloggers ventured up Sulphur Mountain on the gondola and were able to explore the interpretive centre, enjoy the multi-sensory presentation at the theatre and take in the mountaintop views from the rooftop observation deck. After exploring all the new terminal has to offer, guests enjoyed breakfast in the brand new Sky Bistro, while taking in the views. The grand opening received coverage from all major local news outlets and garnered nearly six million impressions.

 

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– Jerrica Goodwin is an Account Executive at Brookline Public Relations. She thrives on diving deep into strategies thinking about all of the possibilities that will meet client goals while turning heads with the unexpected.