Archive for April, 2017

Sparking an Appetite with TELUS Spark and Chef Roger Mooking

Tuesday, April 25th, 2017

Erica Morgan, Account Executive

Brookline is in the midst of supporting Calgary’s reimagined science center, TELUS Spark, on an exciting series of projects as they launch their new market-style café, Social Eatery by Roger Mooking, in partnership with Culinary Director and Celebrity Chef, Roger Mooking himself. Brookline has enjoyed partnering with TELUS Spark over the course of recent months to prepare a series of launch events, manage media relations and advise on social media strategy for the opening of Social Eatery.

Social Eatery is an interactive and modern dining space featuring “home cooking with a global twist”. The fresh and flavourful new menu options and design-forward space are intended to spark the whole family’s appetite. This enhanced culinary experience at TELUS Spark was first unveiled to guests this spring, with a soft launch to the public on March 13 and an exciting VIP launch event shortly thereafter.

Brookline had the opportunity to coordinate a full day media tour for Chef Mooking the day of the VIP event, including stops at BT Calgary, CTV, CBC and Global, in addition to interviews with the Calgary Herald, the Weather Network, Where Magazine and more. The media relations campaign also led to the Alberta raised Food Network and Cooking Channel personality, to interview with the likes of 660 News, Alberta Food Tours Magazine, Culinaire Magazine and Eat North leading up to the event.

The event itself emphasized the meandering flow of the dining space with a dispersion of delectable Social Eatery-inspired canapes, including vegetarian chili, chili shrimp and sweet corn polenta, citrus salad, homemade cheese buns, chocolate banana pudding and more. Guests also heard from TELUS Spark VP of External Affairs, Alison Pidskalny and Chef Mooking, who shared how Social Eatery came to be and the unique offerings it held in store for future TELUS Spark visitors.

Throughout the soft launch and leading up to the VIP event, Brookline also provided strategic oversight for Social Eatery specific social media content from TELUS Spark. Carrying forward, an abundance of social media conversation flowed with ease from the VIP launch and had #SocialEaterybyRM trending locally on Twitter.

With a few more launch events in the works, Brookline is excited to continue working with TELUS Spark as they present their new culinary and catering offerings to key audiences in Calgary. Stay tuned to the Brookline blog for details on the next part of the Social Eatery saga!

 

– Erica Morgan is an Account Executive at Brookline Public Relations. She brings experience in the areas of event management, social media strategy and media relations.

Toronto welcomes Good Earth Coffeehouse to the community

Wednesday, April 12th, 2017

Angela Cabucos, Account Executive

Brookline Public Relations has had the pleasure of working with Good Earth Coffeehouse (Good Earth) since 2015. We always have a great time partnering with Good Earth, and our most recent projects were no exception.

Good Earth recently opened its first Toronto location establishing their continued growth in Eastern Canada. The first Toronto coffeehouse can be found in the Garden District neighbourhood at Jarvis and Dundas Street East. This is Good Earth’s second location in Ontario, the first is located in Ottawa’s International Airport.

 

Brookline was tasked with generating awareness around the launch of Toronto’s first Good Earth Coffeehouse. We did this through traditional media relations, media food drops, a blogger outreach program, digital and social strategies, and inviting media and bloggers to the grand opening event. Good Earth hosted a grand opening celebration on February 9th, and provided free coffee and other delicious treats all day. Good Earth also partnered with a local band to keep the crowd entertained during the event and they regularly work with local artists to display their artwork on the café walls for patrons to enjoy and even purchase.

 

 

Brookline developed a comprehensive media outreach strategy and was able to secure coverage in the Toronto Sun, Canadian Business Franchise, Canadian Restaurant News, and countless online publications. We also began building relationships with a number of prominent Toronto bloggers who have started sharing their love for Good Earth on their social media channels. We sought out bloggers of all types – lifestyle, food and beverage, and mommy bloggers – who have a love of coffee (which wasn’t hard to find!). The Toronto blogger community is massive and it was a great opportunity for us to strengthen our blogger relations in another city outside of our core markets in Alberta.

 

 

Another recent project that Brookline worked on with Good Earth, was the annual Gingerbread Holiday campaign. Every year, Good Earth sells Gingerbread Families where $1 from the sale of each cookie package is donated to a charity in need.  This year, Good Earth raised more than $9,000 for local food banks where Good Earth is located. Brookline conducted media and blogger relations in 12 Canadian cities to help spread the word about Good Earth’s holiday campaign, which resulted in 19 media stories and valuable social media coverage.

 

– Angela Cabucos is an Account Executive at Brookline. Her expertise lies in media relations, personal and corporate profile-building, writing and strategic communication planning.