Archive for the ‘Retail’ Category

ONE Properties Reveals Construction Sneak Peek of Amazon’s newest, 1-Million Square Foot Fulfillment Centre in Nisku

Friday, August 9th, 2019

Ashley Tymko, Account Manager

Unboxing your online Amazon purchases is about to get a whole lot faster in Alberta thanks to ONE Properties’ latest development – the Amazon Fulfillment Centre– the second to be built in the province.

Photo by Jason Franson

Brookline led the planning, coordination and execution of a construction sneak peek event in June for ONE Properties to reveal the construction progress of the 1-million square foot facility.

The event took place at the development site in Border Business Park where various partners and guests were able to meet and get a first-hand look at the facility under construction.

Photo by Jason Franson

Key speakers of the sneak peek event included Vibhore Arora, Regional Director of Amazon Operations in Canada and Bill Bird, Senior Vice President of ONE Properties. 

Government officials including Minister of Economic Development, Trade and Tourism, Honourable Tanya Fir and the Mayor of Leduc County, Her Worship Tanni Doblanko, also attended the event and addressed how the new facility will help support Alberta’s economy and workforce.

The project currently employs approximately 100 workers and will increase to 200-250 workers during the final construction project phase before Amazon employees move in. Upon its scheduled completion in spring 2020, the facility will provide a combined total of 600 jobs to Albertans.

Photo by Jason Franson
Photo by Jason Franson

At the sneak peek event, guests also learned about a significant Amazon tradition – the door desk.

When Amazon first started as just a small online bookstore in 1995, its founders required a desk. As a new start-up organization, they also needed to find innovative solutions to save money. As a result, they created DIY desks by purchasing doors at a home improvement store and attaching 2X4s to it. Just as the name suggests, the “door desk” was born.

To this day, door desks are built and used in Amazon workplaces as recognition of the organization’s history and how it has evolved since its inception 20 years ago, but also as a sign to always consider efficient and effective options.

To honour this tradition and commemorate its new fulfillment centre in Nisku, Alberta, speakers at the event collectively signed a new door desk that will be the first piece of furniture to move into the facility once complete.

Photo by Jason Franson

The celebrations did not stop there.

In spirit of its latest venture in Alberta and its commitment to the local community, Amazon revealed its $15,000 donation to the Leduc and District Food Bank. ONE Properties and Border Business Park matched Amazon’s donation, totaling a collective $30,000 donation to help build food security in the local community. Shocked gasps, cheers and even some teary eyes were responses from guests and Leduc and District Food Bank representatives.

Photo by Jason Franson

Despite a rainy day in Nisku, Brookline successfully coordinated event logistics, managed multiple vendors, and ensured the event ran smoothly and safely for guests. Brookline managed media relations for ONE Properties, securing news coverage across online, television, radio, and social media platforms. Of course, the sun came out once the event was complete!

The Amazon boxes weren’t the only ones smiling!

Photo by Jason Franson

Ashley Tymko is an Account Manager at Brookline Public Relations. Ashley has expertise in event planning, media relations, client relations and strategic planning. Ashley thrives in a fast-paced workplace where there are constant opportunities to learn new things and explore bold ideas.

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 helps Cabela’s launch first mainland BC location in Abbotsford

Monday, July 11th, 2016

Doug Self, Account Executive

 

Cabelas 1

Working with national and international brands, Brookline is no stranger to our clients having avid fans, but none more so than the fanatical Cabela’s supporters. Last fall, we had the pleasure of opening the first Cabela’s in Calgary, which included several thousand people lining up to browse the store on the day of grand opening, giveaways, a ribbon-arrowing and more smiling, diehard fans than we could imagine. When we were recently tasked with preparing the Cabela’s team and managing media relations for the grand opening of the Abbotsford location – we knew exactly what to expect.

Two weeks prior to the public grand opening, Brookline was on-the-ground in Abbotsford to provide media training, both education and on-camera practice, and run an invite-only media preview. Many of Lower Mainland’s most well-known bloggers and influencers from several specialities were in attendance, including those focused on parenting, lifestyle, events and outdoors sports. They were joined by local print, online and TV outlets to preview the 70,000 square foot outdoors mecca.

A quick two weeks later, Brookline was onsite for the grand opening festivities, which saw thousands of people through the doors on opening day, some lining up several days in advance to be at the front of the line. There were product giveaways, gift cards for those who showed up early to wait in line, samples of the house-made fudge and nuts, a DJ, Cabela’s Ambassadors (well-known outdoors personalities) and the traditional Cabela’s ribbon-cutting in which the ribbon is cut with an arrow fired from a tree stand in the parking lot. Did we mention it was raining? In typical-BC fashion, the rain didn’t keep anyone away, especially the outdoors-enthusiasts loyal to Cabela’s. Local media was onsite for the grand opening, which resulted in print and online video coverage of the event. As always, it was a sight to behold!

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The first guests are welcomed to Cabela’s Abbotsford.

Cabelas 3

Don’t forget to look up at Cabela’s Abbotsford – there’s a Sasquatch in the trees!

Doug BW Horizontal 2

-Doug Self is an Account Executive in Brookline with a background rooted in the technology industry. His expertise lies in media relations, content creation, and communication and marketing strategy.