Archive for the ‘Events’ Category

Coast to Coast with Mark’s

Thursday, January 25th, 2018

Christine Thompson, Public Relations Assistant 

Brookline supports Mark’s with cross-Canada media initiatives

If you live in Canada, it’s safe to say you’ve experienced all the joys winter has to offer, including ice, snow and sleet. We’re nicknamed the Great White North for a reason, and whether you live in Vancouver or Halifax, chances are you’ve come face-to-face with some slippery situations when winter strikes. This holiday season, Mark’s set out to educate Canadians on their slip-resistant footwear line to encourage Canadians to brave the elements and get outdoors, without the risk of injury from a slip and fall accident.

Brookline supported Mark’s with a national media tour that included celebrity spokesperson – HGTV’s Damon Bennett – to discuss the wide-range of slip-resistant winter footwear the retailer carries. Damon spoke about what makes the footwear line slip-resistant, the technology that goes into creating the boots and how Canadians can find the perfect pair for themselves.

Of course, we all know when it comes to lengthy claims it’s always better to show, not tell, so we did just that. Brookline commissioned a local craftsman to create a portable ice block holder that Damon took on his tour so he and the media could demonstrate first-hand the effectiveness of the boots on a slippery surface.


Brookline secured coverage from prominent TV, radio and print news outlets in tandem with influential bloggers across the country. Coverage included stories from the likes of Global News Winnipeg, CTV Edmonton and Talk Radio 680, for a total of 34 pieces of broadcast and online coverage with over 5.8 million impressions and over 50 pieces of social coverage.

To further elevate the slip-resistant footwear campaign, Brookline assisted Mark’s in organizing a slip-resistant footwear activation at the Eaton Centre in Toronto in the midst of the holiday shopping season. Local influencers were invited to confidently strut their stuff down an ice runway, wearing a pair of Mark’s slip-resistant boots to demonstrate the technology in action. The activation generated significant online coverage with 10 stories and 224,858 media impressions and ample social coverage from prominent Toronto influencers such as Mommy Gearest, This Beautiful Day and Extra Sparkles Please.



In addition to leading the slip-resistant national media relations outreach campaign, Brookline worked with Mark’s on two separate Pop-Up shop events in Calgary and Halifax to introduce their new brand, Mark’s Well Worn, into those markets. Well Worn is about being authentic and real, celebrating hardworking Canadians who, like Mark’s, persevere with grit and determination. Well Worn enforces the idea of clothing that will not only take wearers from their 9 to 5, but beyond with stylish, comfortable and durable pieces.




The two Pop-up shop events, in Calgary’s Market Mall and Halifax’s Spring Garden Place, showcased Well Worn and invited local media and influencers in each city to exclusively experience the new brand. The evenings featured a special offer for guests to trade-up one ‘well worn’ item of clothing for a new Mark’s clothing item, an on-site barber, local entertainment, specially crafted mocktails and drinks, small bites and personalized gifts for guests to take home.

At the events, three Well Worn outfits from real hardworking Canadians—Logger, Ryan Simmonds; Rancher, Anne Cassar and Barber, Nick Abate—were on display along with each individual’s story to reinforce the message behind the new brand. Overall, the events saw great media and influencer turnout and garnered notable coverage on social media.


From slip-resistant footwear to helping bring Well Worn to life, Brookline was thrilled to work with Mark’s on a national level and a variety of campaigns, helping to highlight their amazing products and to introduce Mark’s Well Worn to Canadians.


Christine Thompson is a Public Relations Assistant at Brookline Public Relations. Christine’s expertise lie in event planning, social & digital media, marketing strategy and media relations. Christine thrives on constantly keeping busy and is always looking for new and exciting projects to sink her teeth into.

Event planning: Details, Details Details!

Thursday, August 10th, 2017

Amanda Kemsley, Account Specialist 

It’s an age old saying for many aspects in life, particularly one that could be said about event planning; hope for the best and prepare for the worst. As PR professionals, we prepare and think about every possible scenario, trying to avoid the unavoidable. But, we don’t hope for the best, we plan for it. Below are a few considerations to think of when planning an event and ensuring everything goes off with a bang:

  1. Purpose

Having a clear objective from the beginning will guide all aspects of planning, help to measure results and ensure success of the event. Is the event to launch a product or service? Is it to introduce a new brand/company? Why are you (or the client) holding the event, and what do you want to achieve?


  1. Budget

Once you’ve established the focus of your event, do your research and estimates costs to create a budget you can reasonably work within. If you are given a budget from the client, break it down into line items to give yourself an idea of what can fit into the budget. There are often unforeseen costs so don’t forget to account for contingency.


  1. Know your audience

This goes for both guest and media invites. Invite guests that share an interest in your event, product, service, etc. Reach out to media appropriately and ensure you’re pitching a reporter with a beat that coincides with your event’s purpose. Making sure to research and select the right people will help create a longstanding relationship with event attendees and media contacts.


  1. Timeliness

Conduct an environmental scan for the time, and area of your event. Take a look at other events happening in the city and pick a suitable day and time that will not conflict with your event. You don’t want to compete with other events that have a similar targeted guest list.


  1. Make a list and check it twice

In PR we love lists, but creating a work back schedule will help ensure you don’t miss important elements for your event. Organizing all details into once place will give you the chance to see how your plan is progressing. A run of show is also a great way to envision your event from start to finish and will give you the opportunity to recognize any missing elements.

  1. Venue Selection

Align your event theme with your venue selection. Having consistency in your theme and venue will add to the event and leave a lasting impression. Look at the big picture and choose a venue that can accommodate your guest list, food and beverage options, fits your budget and encompass the atmosphere you’re aiming for. It’s also important to consider accessibility of the venue, convenience for guests and if necessary, contingency plan for weather. If you are on a limited budget, look for a venue that can check off multiple services including catering, entertainment and AV – bundling vendors can help save costs.


  1. Takeaways

Leave a lasting impression on your guests with a simple and thoughtful takeaway gift. Practical or unique gifts are usually a hit, keeping in mind it should always tie back to your event theme.



Once your event is over, record key learnings and regroup with your client to look back, review and measure against your objective(s). Key learnings and takeaways are great to have on hand the next time you plan an event. Events require a lot of foresight, but if planned and executed well, they can be the perfect opportunity to engage with your audience, share a message, secure earned media and more!

Amanda is an Account Specialist at Brookline Public Relations. She has an insatiable appetite for exploring – ironically since she doesn’t like getting lost. She flourishes on bringing broad-minded, creative ideas to the table and trying things outside of the norm.

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.