This fall, Brookline was thrilled to support ATCO Energy with launching its “Unlock Your Savings” campaign – a province-wide initiative designed to help Albertans access some of its best energy rates of the year. The campaign kicked off on October 2 with a press conference at the Calgary Tower, where Brookline coordinated media logistics as ATCO Energy unveiled its new fall rates and launched an interactive activation for Albertans to “unlock” savings.
To help mark the launch in a bold and memorable way, ATCO Energy lit up the Calgary Tower in its signature brand colours, sparking conversation and drawing attention across the city. Just as the tower lights up the skyline, ATCO Energy used this moment to shine a light on the many ways Albertans can save, creating a powerful visual symbol to ignite the fall campaign.
From October 2 to November 22, Brookline coordinated campaign activations at a wide range of high-traffic locations, including multiple Calgary Flames and Edmonton Oilers games, the Calgary Tower, VIVO Recreation Centre, Edmonton’s Booster Juice Recreation Centre, West Edmonton Mall and an Edmonton Elks game, ensuring steady visibility and continuous public engagement throughout both cities.
To participate, attendees visited an activation stop, scanned an ATCO Energy QR code, received a randomized number combination and tried their luck to see whether they were the lucky Albertan who could crack the safe and win prizes. This fun and engaging moment quickly became a highlight for people passing by and helped spark conversation about ATCO Energy’s fall rates.
To extend the campaign’s reach even further, Brookline partnered with seven Alberta-based influencers who attended an activation and shared their experiences on Instagram. Their coverage captured the energy and excitement of the activation through 10 in-feed posts, generating more than 30,000 views, an estimated reach of 13,007 and over 1,200 engagements, a strong 4 per cent average engagement rate on social media.
Media relations also played a key role in amplifying the campaign message. Brookline secured 28 media stories across print, online, radio and television, reaching more than 13.4 million audience members and generating an AVE of $124,856.50.
Through strategic media relations, on-the-ground event and activation coordination and influencer engagement, Brookline helped ATCO Energy bring a dynamic and memorable campaign to life – one that connected with Albertans where they live, work and cheer, while showing them new and exciting ways to unlock energy savings this fall.
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.