Archive for April, 2020

A Taste of Allora Everyday Italian

Friday, April 24th, 2020

Jenna Hamilton, Account Coordinator

Allora Everyday Italian (Allora) is the newest offering from one of Calgary’s culinary leaders, Vintage Group. Allora offers Calgarians an authentic Italian experience every visit with fresh, locally sourced, house-made or imported ingredients directly from Italy. Earlier this year, Brookline invited a small group of local food media and influencers to attend an exclusive event to get a taste of what Allora has to offer.

The evening started with a behind-the-scenes tour of the restaurant, where guests had the opportunity to see the chefs in action. Following the tour, Executive Chef Thipp went through a pasta making demonstration showcasing how to make homemade squid ink pasta – attendees were able to make their own small batch to take home!

After the demonstration, guests were treated to cocktails and a three-course dinner featuring a variety of menu favourites. Offerings included prime meatballs, broken sausage pasta, roasted wild mushrooms pasta, carbonara, wild grilled salmon, and tiramisu. While dining, an informal Q&A session with Chef Thipp dominated the conversation. He shared the story behind the meals, how they were created and the ingredients that go into them – except, of course, Chef Thipp’s top secret ones.

As the evening concluded, guests went home with not only a full stomach, but a personalized gift bag that included a bag of homemade pasta and a customized gift card for their next visit. The evening was a huge success and the Brookline team was thrilled to manage the event. Overall, Brookline’s efforts resulted in 63 pieces of coverage and over 50,000 social media impressions for Allora and Vintage Group.

Jenna Hamilton is an Account Coordinator at Brookline Public Relations. Jenna has become well-versed in developing communications programs for a variety of clients and enjoys the versatility of the agency’s clientele, including food and beverage, consumer and tourism.

To TikTok or not to TikTok?

Tuesday, April 14th, 2020

Ottilie Coldbeck, Public Relations Assistant

If you haven’t used it by now, I’m sure you’ve heard of it. And if you haven’t heard of it – well, today is your lucky day! TikTok, is the new social media platform that is taking the world by storm with its 15-, 30-, or 60-second video content. This short-form video platform allows users to create, watch, rate and share videos from around the world to the tune of top-trending music. Downloaded over 738 million times in 2019, TikTok shows no signs of slowing down, and now with social distancing it is expanding its reach, as people turn to social media to engage with others during isolation.

With vast numbers and growing popularity, many organizations are looking to TikTok to generate brand awareness and grow their audience. In 2019, American Music Awards announced nominees on TikTok,  the NFL signed an exclusive partnership with the social media app, and the American Society for the Prevention of Cruelty to Animals (ASPCA) launched a TikTok Campaign to raise funds for the organization’s initiatives.

Initially, TikTok may have been viewed as just another social media trend that will eventually come and go; however, as communication professionals, it’s important to take note of the sudden and ongoing popularity of a platform that engages millions. As we see brand partnerships and influencers increase their presence on the app, it may be time to consider TikTok as an effective tool to connect with your audiences.

While it may seem like a daunting task, making a TikTok is a lot easier than you may think! To prove this, I have ventured into the world of viral dance routines, light-hearted pranks and heartwarming quarantine moments myself.

*Please note I am not a professional and will likely never do this again, so enjoy!




Ottilie Coldbeck is a Public Relations Assistant at Brookline Public Relations. As a self-proclaimed adventure seeker, Ottilie challenges herself to remain outside her comfort zone in all aspects of her life. Ottilie has a passion for story-telling – helping brands communicate their messages in an authentic and engaging way.