Archive for the ‘Global TV’ 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.

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.

Brookline Calls for #SwiftAction Against Child Abuse

Tuesday, December 1st, 2015

Dakota Sandquist, Assistant Account Specialist

 

Earlier this month Sheldon Kennedy’s documentary, Swift Current, launched at the Rendezvous with Madness Film Festival in Toronto, followed shortly by a national airing on Global TV. Brookline was honoured to support Kennedy and the Sheldon Kennedy Child Advocacy Centre in advance of and following the debut of the documentary.

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Through social media outreach and a national media relations campaign, Brookline called for action as Swift Current encouraged Canadians to speak up for children and families who had been impacted by abuse.

In the weeks leading up to the premiere, Brookline successfully executed a social media takeover that included educating followers on child abuse prevention, documented emotional accounts of the film’s impact on others and pushed out the trending hashtag #SwiftAction, which urged supporters to take action in ending child abuse.

Through media relations efforts, Brookline also supported Kennedy and film director Joshua Rofé as they conducted interviews with nationally acclaimed media outlets, such as Globe and Mail, ET Canada, Breakfast Television and Global TV.

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Sheldon Kennedy, film director Joshua Rofé and ET Canada Co-Host Rick Campanelli featured on ET Canada. (Photo Credit: @RCampanelliETC ET Canada)

An important step to ending child abuse, Brookline would like to applaud the efforts made by Kennedy and Rofé to speak up for those who often times do not have a voice. The Brookline team is honoured to have supported this important mandate and the Sheldon Kennedy Child Advocacy Centre.

To continue to learn more about the Sheldon Kennedy Child Advocacy Centre and the documentary, Swift Current, please visit sheldonkennedycac.ca or follow the Sheldon Kennedy Child Advocacy Centre at @skcac.

Dakota Headshot

-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.