Archive for the ‘Professional’ Category


Tuesday, January 30th, 2018

2018 starts strong for Brookline as its named as AOR for national and provincial clients

Calgary, AB (Jan. 29, 2018) – Brookline Public Relations (Brookline), an award-winning and leading Canadian public relations agency, is proud to announce it has been selected by the Banff Jasper Collection by Pursuit (formerly Brewster Travel Canada), Edo Japan (Edo) and Jayman BUILT (Jayman) as their Agency of Record (AOR) for 2018.

As an industry leader in unforgettable, world-class experiences, accommodations, and transportation, Pursuit offers authentic adventure travel in Banff and Jasper national parks, including the likes of the Banff Gondola, Mount Royal Hotel, Glacier Adventure, Glacier Skywalk and more. Brookline has supported the organization for the past two years through its full rebrand and will provide strategic media relations, event management and influencer engagement support throughout 2018.

“Brookline consistently delivers stellar results that are recognized throughout our company,” said Joanna Buckingham, Senior Manager of Marketing, Banff Jasper Collection by Pursuit. “They have become an invaluable extension of our team and we’re excited to accomplish much more with the agency in the year to come.”

This year marks Brookline’s eighth consecutive year as AOR for the rapidly-growing, Japanese quick-serve restaurant, Edo. This year will see accelerated growth for Edo as the business expands into different markets across Canada and launches its new in-store concept, Edo Japan Fresh Take. Brookline will support Edo with communications strategy, media relations, crisis and issues management, strategic social media support, and blogger and influencer engagement.

“For many years, Brookline has supported the evolution of the Edo brand with great success,” said Kathy Campitelli, Vice President of Marketing at Edo Japan. “We are preparing for extensive growth in both new and existing markets across the country this year, and we couldn’t be happier to have a strong partner like Brookline by our side.”

Jayman BUILT is one of Alberta’s largest homebuilders and an organization that takes great pride in its corporate social responsibility and community investment initiatives. Brookline has partnered with Jayman to drive its brand strategy through proactive media relations, community investment initiatives, blogger and influencer relations, as well as strategic PR for Westman Village, Jayman’s premier multi-faceted development. Brookline started working with Jayman in the fall of 2017 and has officially been signed on as AOR for 2018 due to strong strategic thinking coupled with expertise in the real estate market.

“We are fortunate to have such great working relationships with Pursuit, Edo and Jayman,” said Shauna MacDonald, Principal and Founder, Brookline Public Relations. “Being named as the agency of record for three established and successful organizations is a result of our ability to evolve alongside these brands as they grow nationally and we are looking forward to digging deep into communication strategies that will influence their 2018 objectives.”


About Brookline Public Relations

Brookline Public Relations, Inc. is a strategic public relations and digital marketing communications firm dedicated to helping organizations build awareness, profile and credibility. Our core purpose is to support our clients’ goals with fresh and creative communications strategies by implementing a solid and professional approach while enthusiastically challenging the status quo. We want our clients to be recognized as industry leaders. Our services include: media relations, corporate communications, crisis communications and issues management, integrated marketing, event management, digital media and influencer engagement and social media. For more information please visit


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.

Brookline Employees are Family

Friday, January 19th, 2018

Shama Walji, Administrative Coordinator

We hear it all the time, “healthy employees are more productive employees”. But what attributes to employee health and how can an employee’s health be measured in terms of productivity?

You can measure productivity with the labour productivity equation:

I’m sure I’ve got you yawning.  People are not equations. The truth is, tracking the rate of efficiency or billable hours becomes obsolete when organizations foster a culture that promotes happy and healthy employees because employees simply want to be the best that they can be. At Brookline, the entire team is committed to fostering a supportive, inclusive culture where both personal and professional growth are rewarded equally.

Brookline’s culture brings a holistic approach to productivity where health and wellness initiatives are a high priority and employees are treated more than just a human resource or human capital: at Brookline, employees are family.

Here’s how:


Brookline’s Culture Club: Every year, Brookliners are assigned to internal teams. One of Brookline’s internal teams is our Culture Club. Brookline’s Culture Club’s core purpose is to acknowledge hard work and celebrate wins in fun, spontaneous ways by inclusively surprising and delighting team members to inspire a cohesive, supportive team. This allows Brookliners to set the tone for Culture Club’s goals each year. Wins are celebrated always and Brookliners are surprised and delighted throughout the year. Some previous team surprise and delights include in-office chair massages, healthy snacks during busy times, coffee runs, team lunches, and even casual early office closures.



“Me Days”: at Brookline, all Brookliners are given one “Me Day”. This flex day can be used for whatever the Brookliner wishes – it’s theirs!



Birthdays Off: Brookliners are encouraged to take their birthday off to celebrate what wonderful people they are and trust me, they are really are.



Fun Days: At the beginning of the year, Brookliner’s are assigned a team to plan a quarterly Fun day. Fun days are typically open to any activity that is inclusive to the entire team including being pampered with manicures and pedicures, bowling, or having a good laugh session at the theatre.



Quarterly Team Workouts: A team that sweats together, stays together. Each quarter, Brookliners are treated to a private, team building workout.

Health and Wellness: Full-time Brookliners enjoy the benefit of Health and Dental Benefits and yearly health spending accounts.

Lieu Time: For almost 13 years, Brookline has been fully non-billable. That means no timesheets, no tracking hours, just doing great work! Brookliner’s are encouraged to take time off in lieu of additional hours worked because work-life fuels creativity and productivity.



Professional Development and Education Reimbursement: Health doesn’t stop at just your physical well-being. Brookline believes that health is all encompassing where professional development is crucial to an organization’s health. All employees are encouraged to attend seminars, luncheons and webinars to further their public relations knowledge and leadership skills.

Brookline Family Day: Typically, the Friday before the Canada Day long weekend, the office will be closed, providing Brookliners with an extra-long weekend to spend with their families.

Brookline’s choice to invest in the team with health and wellness initiatives not only produces solid results but also allows Brookline to have an all-star team to offer only the best to our clients, partners and each other.


Shama Walji is the Administrative Coordinator at Brookline Public Relations. With over nine years of customer relations and administrative management experience, Shama brings a creative and enthusiastic ability to be Brookline’s main point of contact for all things administrative.