Archive for the ‘Fashion’ 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.

Ditching the Denim to Dawn the Dress: My Black Dress Experiment

Tuesday, May 24th, 2016

Leanna Kruk, Senior Account Executive

 

Would wearing the same outfit all week allow me to tap into a world of less decision making and more time?

As a PR professional, I am always on the lookout for the next big trend that could spark an idea for a client campaign. I was recently inspired by an article that came out in the Toronto Star, The Uniform You Want to Wear. It discussed how today’s great leaders and influencers are doing away with vast wardrobes and, instead, are pairing down their closets and sticking with a few key pieces. The theory is, in this time-crunched world we live in, by choosing a few basic clothing items, or wearing mostly black, you can save time on making wardrobe choices and concentrate on other important tasks. Included in the article is Facebook Chairman and CEO, Mark Zuckerberg, who posted a photo of his closet before returning from parental leave with the caption, “First day back after paternity leave. What should I wear?”

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Mark Zuckerberg posts a photo of his closet, showcasing his trademark daily work outfit: grey shirt and a hoodie.

As some of you know, I recently returned to Brookline from a year off on maternity leave. The idea of making my daily decisions easier by wearing the same outfit every day did, honestly, seem slightly appealing. I mean, if Mark Zuckerberg endorses the theory of spending less time deciding on what to wear, wouldn’t it be worth a try?! Well…maybe just for one week.

I looked to my closet to find a basic black wash-and-wear dress that I could pair with, and accessorize in a variety of ways. This really wasn’t difficult as black is my signature go-to colour. I consider myself a fairly snappy dresser. However, I’m no Julie Redmond of Style by JR, our resident stylist and best dressed in the office. But, I know for the most part, what goes with what and how to use accessories to make an outfit pop.

I started the week out strong and confident! I was rockin’ that little black dress. I felt good and my morning clothing conundrums had been eliminated. Success!

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My black dress paired with a basic white button down and stylish heels.

To be honest, day two through three went by in a flash. I knew what I was planning to wear and my mornings had become simplified. Could Mark Zuckerberg be on to some sneaky little trick to make life easier and find extra time? We’ll get there in a minute.

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Budda bing budda boom…add a seasonal pink blazer and a statement necklace one day and a chunky black belt and wedges the next and you have two more looks.

Day four…I don’t know how else to describe it, but I felt as though I hit a fashion-depression wall. I woke up on day four and felt extreme malaise and down. All I could think of was, “ughhhhhh! The same black dress…again?!?!” Despite my mounting distaste for my basic black dress, I powered through the week all the while thinking: “how could this be easy?” Instead of feeling empowered and enjoying my new-found time, I felt all my choices had been taken away from me.

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Day four and five. Can you tell how I am feeling about this dress?

I finished out the week and was proud I did. I did some reflecting once the week was done and came to some very interesting realizations. I like choice in my life and my wardrobe. I like having the option of feeling different moods through my clothing and I think, strangely, my clothing influences that mood. Will I dump all my black clothing in preference of looking like Rainbow Bright, heck no! But maybe I will look for opportunities to integrate a little more flash in my fashion. No offense to Mark Zuckerberg, but you go nuts wearing the same clothes every day, I’ll choose a little variety…and if variety is the spice of life, I like things spicy!

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-Leanna Kruk is a Senior Account Executive at Brookline Public Relations. A native Torontonian, she started her public relations career in agency where she has managed clients in various industries, offering them a wide-range of public relations services. She is passionate about public relations and uses her experience to deliver solid results for clients.

Brookline Helps House of Nonie Launch Chic New Collection

Tuesday, November 3rd, 2015

Dakota Sandquist, Assistant Account Specialist

 

Brookline recently supported local up-and-coming fashion designer House of Nonie with an event celebrating the launch of the Spring/Summer 2016 Collection.  The event, which hosted Calgary key influencers and fashion aficionados, was held on October 22, 2015 at Studio 122, a beautiful, modern studio located in the heart of Calgary. The event included a champagne welcome, custom made Grey Goose cocktails created by the designer herself, personalized fortune cookies and tables full of delectable small bites.

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Brookline was responsible for managing event logistics and execution for the entire event, which included sourcing vendors, coordinating invites and arranging for various sponsored items to ensure the event was executed flawlessly.

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On the day of the event, the Brookline team channeled their inner Jillian Harris as they transformed a blank space into a chic and illustrious masterpiece.  The team managed vendors, oversaw guest experience, and assisted House of Nonie as it launched its new SS16 collection.

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The event was well attended, the collection extremely well-received and social media was abundant with key influencer conversation and coverage.

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-Dakota Sandquist is an Assistant Account Specialist with Brookline and has a background in the hospitality and non-profit sectors. Her expertise lies in strategic communications, brand development and management and media relations.