Archive for the ‘Calgary’ Category

The creativity conundrum: how to keep your campaigns fresh and current

Monday, August 19th, 2019

Ashley Tymko, Account Manager

“I have an endless supply of award-winning campaign ideas! What is writer’s block? Inspiration just hits me at all times.”

In an idyllic world, the statement above is what myself, and I am sure every public relations practitioner wishes they would experience. In stark reality, creativity is relentlessly capricious. It ebbs and flows in waves and even the most seasoned of us can at times struggle to find inspiration.

Creativity can be defined in countless ways, but for the purpose of my blog, I am defining creativity as: “unique ways for organizations to evoke emotion and brand recognition among its target audience.”

I am often asked by my peers and those outside of the PR world how I continually stay creative for new and returning clients.

I thought I would share some key learnings that I’ve applied throughout the years to ensure I always put my most creative self forward.

Be authentic. This one is less of a ‘be true to yourself,’ but rather, more ‘be authentic to your client’.

Our clients work with us not only because we are good at what we do, but because we take the time to understand their needs and goals to authentically communicate their message. Strategy sessions are essential to building an excellent working foundation, but also imperative to getting those creative juices flowing with your client. We often bounce preliminary ideas off of one another to get a true sense of what they want vs. what they aren’t crazy about.

There is no such thing as a ‘one-size-fits-all media strategy.’ Learn your client, their language, their goals and desired outcomes. The more information you have on your client, the better you can determine what approach is best and find creative ways to solve their problems and add value.

Know your strengths. Know when you operate at your optimal creative level i.e. when you produce your best work. For me, it is first thing when I wake up. I quickly brush my teeth, make a coffee and hunker down at the computer and write. My optimal time is between 5 and 8 a.m. (as I edit this blog I peeked at the clock and its 6:05 a.m.) I often get (lightly) chastised from my concerned colleagues for sending emails and documents at 5 a.m. but that’s what works for me to get in my optimal writing headspace. This is the time I can pump out a killer press release or a thought-provoking pitch.

Be aware and make time or space to allow yourself to operate most creatively. It truly helps.

Our Senior Account Manager, Angela, needs to blast soca music to slay an amazing press release. Our Senior Intern, Nicole, likes to declutter and work in a clean space and our PR Assistant, Ottilie, loves to listen to Podcasts.

Get inspired! When creative juices are running low, don’t shy away from getting inspiration from different campaigns.

Whenever I am in a rut, I think back to my favourite PR campaign, the Dove Real Beauty campaign and its evolution. It is simple, evokes emotion, connects with the target demographic and is extremely creative in the delivery of its messaging. It’s a tremendously well-rounded campaign. So much so that it was pivotal in not only promoting their brand, but having their target audiences question their competitors’ marketing tactics. Its influence is seen heavily in public relations and marketing today. Just look at their competitor, Olay’s, new campaign.

So, when you find yourself spinning your wheels running through the same three ideas over and over again, step back and gain some clarity and inspiration from other places.

I asked around the office and here are a couple of our favourite campaigns:

“Creativity is intelligence having fun.” — Albert Einstein

The key word here is FUN. At the end of the day, being creative, brainstorming ideas and stretching the limits of what we thought possible is always invigorating. My favourite days are when my colleagues and I get together in the boardroom and tackle an issue together. It usually ends in a pile of giggles and us shouting out the most obscure ideas we can think of – but at the end of the session, we come out with solid ideas to present to our clients.

So even when you are exhausted, out of ideas or feel like you’re hitting a wall, turn to your colleagues for support and have fun with it.

Ashley Tymko is an Account Manager at Brookline Public Relations. Ashley has expertise in event planning, media relations, client relations and strategic planning. Ashley thrives in a fast-paced workplace where there are constant opportunities to learn new things and explore bold ideas.

ONE Properties Reveals Construction Sneak Peek of Amazon’s newest, 1-Million Square Foot Fulfillment Centre in Nisku

Friday, August 9th, 2019

Ashley Tymko, Account Manager

Unboxing your online Amazon purchases is about to get a whole lot faster in Alberta thanks to ONE Properties’ latest development – the Amazon Fulfillment Centre– the second to be built in the province.

Photo by Jason Franson

Brookline led the planning, coordination and execution of a construction sneak peek event in June for ONE Properties to reveal the construction progress of the 1-million square foot facility.

The event took place at the development site in Border Business Park where various partners and guests were able to meet and get a first-hand look at the facility under construction.

Photo by Jason Franson

Key speakers of the sneak peek event included Vibhore Arora, Regional Director of Amazon Operations in Canada and Bill Bird, Senior Vice President of ONE Properties. 

Government officials including Minister of Economic Development, Trade and Tourism, Honourable Tanya Fir and the Mayor of Leduc County, Her Worship Tanni Doblanko, also attended the event and addressed how the new facility will help support Alberta’s economy and workforce.

The project currently employs approximately 100 workers and will increase to 200-250 workers during the final construction project phase before Amazon employees move in. Upon its scheduled completion in spring 2020, the facility will provide a combined total of 600 jobs to Albertans.

Photo by Jason Franson
Photo by Jason Franson

At the sneak peek event, guests also learned about a significant Amazon tradition – the door desk.

When Amazon first started as just a small online bookstore in 1995, its founders required a desk. As a new start-up organization, they also needed to find innovative solutions to save money. As a result, they created DIY desks by purchasing doors at a home improvement store and attaching 2X4s to it. Just as the name suggests, the “door desk” was born.

To this day, door desks are built and used in Amazon workplaces as recognition of the organization’s history and how it has evolved since its inception 20 years ago, but also as a sign to always consider efficient and effective options.

To honour this tradition and commemorate its new fulfillment centre in Nisku, Alberta, speakers at the event collectively signed a new door desk that will be the first piece of furniture to move into the facility once complete.

Photo by Jason Franson

The celebrations did not stop there.

In spirit of its latest venture in Alberta and its commitment to the local community, Amazon revealed its $15,000 donation to the Leduc and District Food Bank. ONE Properties and Border Business Park matched Amazon’s donation, totaling a collective $30,000 donation to help build food security in the local community. Shocked gasps, cheers and even some teary eyes were responses from guests and Leduc and District Food Bank representatives.

Photo by Jason Franson

Despite a rainy day in Nisku, Brookline successfully coordinated event logistics, managed multiple vendors, and ensured the event ran smoothly and safely for guests. Brookline managed media relations for ONE Properties, securing news coverage across online, television, radio, and social media platforms. Of course, the sun came out once the event was complete!

The Amazon boxes weren’t the only ones smiling!

Photo by Jason Franson

Ashley Tymko is an Account Manager at Brookline Public Relations. Ashley has expertise in event planning, media relations, client relations and strategic planning. Ashley thrives in a fast-paced workplace where there are constant opportunities to learn new things and explore bold ideas.

Edmonton International Airport and Paul Brandt Take a Stand; #NotInMyCity Partnership Takes Off at EIA

Thursday, July 18th, 2019

Ottilie Coldbeck, Public Relations Assistant

Last month, during Canadian Airports Safety Week, Canadian humanitarian and country music superstar, Paul Brandt and Edmonton International Airport (EIA) joined together to announce their partnership with the #NotInMyCity movement – an anti-human trafficking initiative



Having worked alongside Paul and the Buckspring Foundation for the movement’s initial launch in 2017, and again in facilitating a partnership with YYC Calgary International Airport in 2018, Brookline was excited to join forces again for an announcement with another major Canadian airport.

On June 19th, during a press conference facilitated by Brookline, Paul Brandt, Tom Ruth, President and CEO, EIA and community leaders from across Alberta came together to bring awareness to human trafficking and child sexual exploitation. This monumental day showcased the commitment of these leaders to the #NotInMyCity movement to finding integrated solutions around this important cause

With this partnership, EIA becomes the second major airport in Canada to partner with #NotInMyCity, alongside the Calgary International Airport, showing that human trafficking is not acceptable at the airport, in Edmonton, or anywhere in Canada.

Brookline managed all media relations efforts and supported with event logistics and VIP/dignitary engagement for the press conference. The event, which featured representatives from the City of Edmonton, Leduc County, the City of Leduc, RCMP and Edmonton Police Service, garnered over 33 media stories. With coverage in the city’s major news outlets, including the Edmonton Journal and Sun, CTV and Global Edmonton; and national pickup on CTV Ottawa and Montreal, the #NotInMyCity press conference resulted in over 6.6 million editorial impressions.

Brookline was thrilled to work alongside Paul Brandt and EIA to facilitate this announcement and continues to be an official Ally of the #NotInMyCity movement.

For more information about #NotInMyCity, or to support this important cause, please visit www.notinmycity.ca.

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 manner.