For the past few years, Brookline Public Relations has been honoured to support the Field of Crosses Memorial Project as a pro-bono client. Our team proudly led media and influencer relations efforts to help expand the reach and awareness of this meaningful, volunteer-driven Calgary initiative.
The Field of Crosses is a project that is close to our hearts at Brookline. Each year, more than 3,700 crosses are placed along Memorial Drive to honour the Southern Albertan men and women who have fallen in service to Canada. The display serves as a powerful reminder of the sacrifices made for the freedoms we enjoy today.
This year, Field of Crosses had to adapt its Classroom at the Crosses program, organized by Valour Canada, due to the fall Alberta Teacher strike. Brookline successfully adjusted to the shift in programming and secured multiple media interviews to amplify ‘Plan B’. The flexible drop-in availability of the program provided students hands-on learning about the Field of Crosses, Canadian History and the sacrifices of those who served.
This year, our collaboration with the Field of Crosses helped share the stories and significance of the memorial with the Calgary community and beyond. Through targeted media outreach, interview coordination and influencer engagement, we secured over 23 media interviews and generated 713 pieces of media coverage across print, online, radio and television outlets. This coverage had a reach of 508,752,131 and an advertising value equivalency (AVE) of $4.7 million, helping amplify the meaningful work of the Field of Crosses and the volunteers who make it possible each year.
In addition to traditional media, our influencer campaign helped bring the Field of Crosses story to new audiences. We collaborated with 4 influencers for Instagram Posts and Stories, resulting in a reach of 55,885. Their voices helped extend awareness, engage community members and shine a light on the dedication and impact of this volunteer-led initiative.
Brookline continues to be truly grateful to contribute to this meaningful project and help Calgary honour and remember all those who have fallen during the Remembrance Day season.
Amy Theriault is a PR Assistant at Brookline Public Relations. With a background in marketing and social media, passionate about digital storytelling and media relations, Amy brings energy and focus on authentic audience connection to every campaign she supports.