This year, Brookline was deeply honoured to once again support the Field of Crosses as a pro-bono client, managing media and influencer relations and graphic design for the profoundly meaningful initiative that is so close to each of our hearts.
Since its inception in 2009 by Calgary businessman and philanthropist, Murray McCann, the Field of Crosses has grown into a cherished tradition in our city. From November 1 to 11 each year, over 3,500 crosses are displayed in military cemetery formation to honour the Southern Albertans who gave their lives in service to Canada. Additionally, 120 special crosses placed throughout the park represent the 120,000 Canadian heroes who made the ultimate sacrifice for our freedoms.
For the two of us, 2024 marked the second year of supporting the Field of Crosses team and to say we were grateful for the opportunity would be an understatement. It is a true privilege to work alongside such a passionate team, striving towards a common goal that we each hold dear – remembrance. We both have personal connections to Remembrance Day, with multiple members of Sarah’s family involved in military service and Haylie’s great grandfather serving in The Saskatoon Light Infantry during World War II.
For us, carrying on the legacy of remembrance in honour of our loved ones is about more than just how we spend our time on November 11; it is a year-long commitment to honouring their service and sacrifice. And as time passes and we become further removed from major conflicts of the past, widespread personal connections to military service have declined. With fewer families having direct ties to those who serve or have served, the lived experiences and sacrifices of our military personnel have begun to feel more distant to younger generations.
This shift is what makes initiatives that honour and preserve Canada’s military history, like the Field of Crosses, so vital. Bridging the gap and ensuring the legacy, courage and sacrifices of our military personnel continue to be honoured and remembered is something that we will never lose passion for.
At Brookline, our 2024 journey with the Field of Crosses team began in August as we laid the groundwork for this year’s Eleven Days of Remembrance. Together, we developed a robust media strategy aimed at drawing attention and support for this moving tribute. From targeted pitching to attract hundreds of volunteers over the span of just a few months, to crafting a kick-off press release and daily media advisories for each sunrise and sunset ceremony between November 1 and 11, we were committed to reaching as many hearts as possible.
Our work also extended beyond traditional media, as we managed influencer relations on behalf of the Field of Crosses. We targeted individuals who we knew would share their authentic experience in a unique way to reach their audiences. We coordinated site visits and provided key messages for daily sunrise and sunset ceremony themes to support our influencer’s content creation. We saw 10 influencers share their stories, moments of reflection and personal connections online, bringing the powerful history of the Field of Crosses to life.
The result of our collective effort, alongside the incredible Field of Crosses team, was remarkable – more than 922 pieces of media coverage were published across print, online, radio and television outlets in Alberta and across Canada. This coverage had an astonishing reach of 555,291,626 and an advertising value equivalency (AVE) of more than $5.1 million, which only served to amplify the meaningful work that the Field of Crosses does each year.
As we reflect on the 2024 season, we are so proud to be a part of this amazing initiative but remain humbled by the sacrifices that took place to provide us with the freedoms that we are so grateful for today.
At the going down of the sun and in the morning, we will remember them.
Sarah Ferguson is an Account Executive and Haylie Huber is an Account Coordinator at Brookline Public Relations. With a combination of experience across industries in media relations, crisis communications social media strategy and so much more, this dynamic duo never shies away from a challenge and is passionate about providing high quality, goal-driven results.