Archive for the ‘Fresh’ Category

Brookline rings in the holiday season

Friday, December 15th, 2017

Angela Cabucos, Account Executive 

December is a favourite time of year at Brookline. The sights and sounds of the holidays can be found around the office in the months prior to Christmas as we begin to support our clients with planning their holiday campaigns. As always, the holidays are the perfect time of year to give back and to remember the real reason for the season. Here’s a look at of some of the fun and generous holiday initiatives our clients are involved in this year.



Ford of Canada

Brookline’s Ford team revved up its holiday planning with a safe winter driving event geared towards university students who may be hitting the road and heading home to their loved ones for the holidays. We spent the day quizzing students at the University of Calgary on their winter safety driving knowledge and provided them with tips from Ford on how to handle tricky winter conditions.

We planned this safety event because we recognize that students will soon be packing up and driving home or to the mountains for a getaway this winter break. In addition, many students may not have much winter driving experience if they are new drivers. To help equip the students and their vehicles, Ford provided emergency car safety kits, fleece blankets, ice scrapers and emergency lights to stow away in case of an emergency. Winter driving is rarely ideal, but Ford recognizes the importance of being prepared for the cold weather and slick roads and looks to help drivers get home safely for the holidays.


Good Earth Coffeehouse

The annual Gingerbread Family campaign at Good Earth Coffeehouse (Good Earth) has been a holiday tradition for over 20 years. With this community-giving initiative, Good Earth will donate $1 from every sale of delicious Gingerbread Family cookie packages in December to local food banks across Canada. Good Earth has set a goal to sell over 10,000 Gingerbread Family cookie packages, and hopes to sweeten the deal by donating up to an extra $2,500 when Canadians share a photo of their cookies on social media. Each photo of the Gingerbread Family cookies shared on Facebook and Instagram with the hashtag #FeedAFamily will result in Good Earth donating an extra dollar to the campaign.

Brookline loves working on this sweet campaign, and this year is no exception. We conducted extensive media relations outreach in 15 media markets across Canada to help bring awareness to the community-giving tradition, as well as helped coordinate cookie deliveries to media. We are also working with bloggers and influencers to help spread the word on social media and in turn, increase donations for local food banks. The coverage secured so far includes CTV Edmonton, Global Calgary, Lethbridge Herald, Vancouver Courier, Toronto Sun and more. This is one campaign we can really sink our teeth into.



Banff Gondola

Brookline has been working with the Banff Gondola bringing holiday spirt to the top of Sulphur Mountain. The Banff Gondola was transformed this holiday season to bring Christmas to the Mountaintop. The Gondola’s lower and upper terminals were transformed into a winter wonderland, complete with Santa’s workshop! Mountaintop Christmas is the ultimate holiday experience with a festive atmosphere and plenty of Christmas activities for guests to enjoy including freshly baked cookie decorating, visits with Santa, letter writing to Santa and interactive activities including the 12 Animals of Christmas Treasure Hunt. The Above Banff Theatre in the upper terminal is also featuring a Disney Christmas film for the season and the Sky Bistro has a revamped seasonal menu and packaged experience for adults looking for a festive getaway. Brookline has been happy to support this amazing experience with media and influencer relations.



Edo Japan

One of our long-time clients, Edo Japan (Edo), is spreading the holiday cheer this year with its holiday giving campaign. In the spirit of giving, Edo is continuing its annual tradition of partnering with local Canadian food banks. Customers are encouraged to ‘Edo a little, help a lot’ by purchasing spring rolls from Edo, with 25 cents from each sale going to the local food bank in the market where the donation was made.

Brookline loves helping Edo help Canadians and is supporting the campaign with strategic outreach to social influencers across B.C., Alberta and Saskatchewan. Influencer partnerships for the holiday giving campaign will include social media takeovers from some of Calgary and Edmonton’s most prominent Instagrammers, and social influencers throughout Western Canada will be sharing their Edo experiences with their followers, encouraging Canadians to give back with Edo this holiday season.



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

Hittin’ the Road in Style Thanks to Universal Ford Lincoln

Wednesday, July 20th, 2016

Ashlee Smith, Account Specialist


Brookline is excited to be working with Ford of Canada once again and we are looking forward to supporting their Southern Alberta grassroots public relations activities. We’ve supported the iconic brand with some exciting projects these past six months and we are thrilled to share some highlights in the following weeks. Enjoy the read, we sure enjoyed the road!

When driving on Alberta roads, safety is the first thing on everyone’s mind. So, when we had to hit the road in the middle of winter and head to Edmonton for a client media event, our first thought was we need a safe, reliable vehicle. We are precious cargo after all!

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We took the opportunity to experience a brand new 2017 Lincoln MKC loaned to us by Universal Ford Lincoln here in Calgary. For two ladies who own dated, shall we say, vehicles, we were tickled pink and jumped at the chance to safely travel in style to our northern neighbouring city.

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Technology has come a long way in vehicles with Ford offering an array of new technology across their lineup, and the 2017 Lincoln MKC is no exception. While driving the burgundy beauty, we noticed the lane keeping system which monitors road lane markings and helps drivers detect unintentional drifting outside of a lane. If the camera detects an impending unintentional drift, the system can use the steering system and the instrument cluster display to alert and aid drivers to stay in their lane. Needless to say, we had fun testing it out, safely of course!

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Yes! We were listening to rap oldies!

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The Lincoln MKC made a dull highway drive to Edmonton a real treat for us and we securely arrived on time for our media event and couldn’t wait to get back on the road in our luxury ride!

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Brookline is excited to be working with Ford of Canada once again and we are looking forward to supporting their Southern Alberta grassroots public relations activities.


-Ashlee Smith is an account specialist at Brookline Public Relations. She has solid work experience in community relations, marketing communications, event management, and media relations. She loves to get her hands dirty and immerse herself in ‘the details’.

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!

Leanna Headshot

-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.