At Brookline, we love working with clients who are committed to making a meaningful difference in the communities they serve. Recently, our team had the opportunity to support two impactful announcements for ATCO Energy that showcased the company’s long-term commitment to giving back across Alberta.
From strategic media relations to event execution, our team helped bring both initiatives to life, ensuring they received strong media coverage and connected with audiences throughout the province.
The first announcement took place on June 10, when ATCO Energy unveiled its commitment to donate one per cent of its annual profits to support community organizations across Alberta. The initiative reflects the company’s belief that business success should create lasting benefits for the communities where its customers live and work.
The inaugural community partners announced were Women in Need Society (WINS) and Habitat for Humanity Southern Alberta—two organizations making a tangible difference by supporting families, individuals and communities through affordable housing, household goods and essential services.
Brookline led the media relations strategy for the announcement, developing all supporting communications materials, including the press release, media advisory, speaking notes and media briefing documents. Our team also coordinated paid television segments with Global News and CTV News, helping amplify the announcement and share ATCO Energy’s community investment strategy with audiences across Alberta.
Just over a week later, on June 18, Brookline once again partnered with ATCO Energy to support Double Your Impact Day, a one-day campaign held in advance of Calgary’s Neighbour Day celebrations.
The one-day initiative encouraged Calgarians to shop at any WINS location, with ATCO Energy matching every purchase up to a total of $10,000. The campaign not only helped raise additional funds for WINS but also encouraged residents to shop locally while supporting an organization dedicated to helping women and families.
Brookline managed all media relations surrounding the campaign, preparing the press release, media advisory and post event pitch. Our team secured media attendance from local outlets including CTV News, Global News and The Calgary Herald. As well, we secured coverage from the Daily Hive, Curiocity Calgary, 660 News, Global News and CityNews.
The media relations strategy generated significant results, with the Double Your Impact Day press release and event receiving more than 1,150 media mentions and an estimated $6.93 million in advertising value equivalent (AVE). The strong media response helped amplify ATCO Energy’s community commitment while driving awareness of WINS and the impact of Double Your Impact Day.
Our team also managed event logistics that included ordering branded balloons for all WINS locations and ordered custom branded cookies to be provided to the first 500 customers who visited a WINS store, adding a celebratory touch to an already meaningful day and helping generate excitement around the campaign.
These two initiatives demonstrated how thoughtful communications can amplify meaningful community investments. From developing strategic messaging and managing media relations to supporting event logistics and promotional opportunities, Brookline was proud to help ATCO Energy share its commitment to giving back.
Rebecca Hurl is an Account Director at Brookline Public Relations. She has a passion for building connections and helping create effective communications strategies for clients.