The 2024 Brookline Beacon

A Message from Shauna

As we enter the holiday season, I want to take a moment to reflect on another extraordinary year at Brookline. October 4 marked our 20th anniversary, and I couldn’t be more excited to #BPRCelebrate this milestone with our incredible team and roster of clients.

As I look back, I must pay homage to where I got my start in PR – Boston. The agency was named after a neighbourhood in this historic city and our annual holiday newsletter was branded after the famous Beacon Street in downtown Boston. There is a saying, “remember where you came from,” and I want to do exactly that and give thanks to all my friends, family and colleagues who supported my wild dream to open my own business. A “wicked” thank you to those who have been with us since the beginning and to all of you who have joined the ride along the way.

This year, we’ve celebrated our legacy while building new successes alongside our clients, partners and exceptional team members. Our continued focus on creative excellence, strong relationships and innovation drives us forward and has played an integral part in establishing Brookline as a leader in the North American communications industry.

The journey from our beginnings in 2004 has been one of passion, hard work and collaboration, and would not have been possible without those who have been by our side since day one. Thank you to our clients who challenge and inspire us and a team that embodies our values of fresh, creative, solid and professional each and every day.

And on top of it all, we were once again named a Great Place To Work® certified organization in Canada, thanks to input from our Brookline team.

As we close out this special year, we look forward to carrying Brookline spirit into 2025 and beyond. From all of us at Brookline, have a happy holiday season and an amazing new year!

Annually, Brookline selects a theme to set the tone and guide our agency’s objectives for the year. With October 4, 2024, marking Brookline’s 20th anniversary, it seemed only fitting that our theme was ‘celebrate’! From signing new clients and the continued success of longstanding clients, to the addition of new team members and internal promotions, 2024 made it clear that the Brookline team had no shortage of reasons to celebrate!

Celebrating clients is always a thrill, but there were many team wins to celebrate, too! Additions to the team included Jessica Moran, Bret Crowle, Shahd El-Gozouli and the return of Amanda Upshaw. We also celebrated internal promotions for Sarah Ferguson, Haylie Huber and Amy Theriault. Brookline is excited to celebrate the successes of team members and clients, and it is due to the agency’s unwavering commitment to our four pillars of fresh, creative, professional and solid that we succeed, year after year.

dmg events

This year, Brookline worked closely with dmg events, the organizers of some of Canada’s major conferences, to provide media relations support for four conferences, across Canada: The Global Energy Show in Calgary from June 11-13; Carbon Capture Canada in Edmonton from September 10-12; International Pipeline Conference & Expo in Calgary from September 23-27; and the Canadian Emergency Preparedness and Climate Adaptation Convention in Ottawa from September 24-26. With over 47,000 attendees and more than 950 exhibitors in attendance across all four events, Brookline’s efforts secured an outstanding 1,972 pieces of media coverage for all four events. The cumulative coverage had a reach of more than 1.13 billion and an advertising value equivalency (AVE) of more than $10.4 million.

Alberta Cattle Feeders’ Association

In 2024, Brookline was thrilled to partner with the Alberta Cattle Feeders’ Association (ACFA) to develop a comprehensive communications strategy for both internal and external audiences. Beginning with an in-depth strategy session to define clear objectives and set the foundation for a plan to resonate across multiple channels and audiences, Brookline worked to craft a tailored plan. From key messaging and audience engagement tactics to recommendations with actionable key performance indicators to evaluate effectiveness, our team crafted a strategy to help the ACFA strengthen their voice within the agricultural sector and beyond. 

Triple Point Resources 

Triple Point is focused on largescale clean energy underground storage to advance the development of renewable energy solutions and the transition to net zero. With their flagship project, the Fischells Salt Dome, Brookline supports Triple Point with brand awareness, Indigenous relations, community and stakeholder relations, media relations and more on a national scale. This past year, our team has worked hard to secured several interviews and media opportunities and also created a refreshed brand identity for a cohesive look and feel.  

Banff Sunshine Village

Adding to its client roster, Brookline “hit the slopes” to support Banff Sunshine Village. Located 7,200 feet high in the heart of the Canadian Rockies, Banff Sunshine Village ‘wows’ skiers and snowboarders of all ability levels with its extra-long winter and 360 degrees of mountain views spanning three mountains. Brookline works with the Banff Sunshine team to support with media and influencer relations, podcast opportunities and paid promotions.

The Master Group 

The Master Group, Canada’s largest and one of North America’s foremost heating, ventilation, air conditioning and refrigeration industrial distributors tapped Brookline to support with the opening of its newest warehouse facility in Rocky Ridge, Alberta. Brookline supported with industry, media and dignitary relations for the opening event. We were so pleased to support another Canadian business with its growth journey in the Alberta market!

Rocky Credit Union 

Rocky Credit Union (RCU) enlisted the support of Brookline to better understand the sentiment surrounding its reputation and the public’s knowledge of its financial service offerings, both amongst current credit union members and non-members.

To better engage with both current RCU members and non-members through a variety of communications tactics, RCU contacted Brookline to support. Brookline’s approach commenced with several meetings with key members from RCU to determine key areas of concern and to discuss overall organizational goals and objectives from gathering data. Through a series of one-on-one interviews with member and non-members, Brookline developed a strategic communication reputation and awareness campaign to serve RCU and its members now and into the future. 

Canadian Roundtable for Sustainable Beef

In January 2024, Brookline was thrilled to work with the Canadian Roundtable for Sustainable Beef (CRSB) to launch its second, highly anticipated National Beef Sustainability Assessment and Strategy. The report, a strategic farm-to-fork assessment that benchmarks the environmental, social and economic performance of the Canadian beef industry, was the result of three years of in-depth scientific analysis. Brookline worked closely with the CRSB to prepare for this national announcement by supporting on content development, media training and announcing the report with a virtual roundtable showcasing a panel of experts that presented the report to media across the country. Our efforts resulted in 481 media stories for a total reach of over 356 million and an advertising value equivalency of more than $3.2 million.

Moxy Banff 

In 2024, Brookline had the distinct pleasure of bringing the grand opening of Western Canada’s very first Moxy Hotel – Moxy Banff – to life. With an event that was true to Moxy Banff’s playful, vibrant spirit, Brookline made this grand opening one for the books. With nearly 200 guests in attendance, this lively event hosted a photo booth, a live caricature artist, a zinc styling station, live music and more to capture the hotel’s unique vibe. And Brookline coordinated every detail, from vendor partnerships to eye-catching signage. Our efforts resulted in 367 media stories with a reach of over 53 million, as well as 114 social media posts from 11 top-tier influencers that shared their authentic Moxy Banff experience. Cheers to a new era of playful, unforgettable stays! 

Dairy Innovation West

In 2024, the Brookline team had the privilege of supporting Dairy Innovation West (DIW) with event management and media relations for two landmark events pivotal to the dairy industry’s future. In May, our team facilitated a Hard Hat Tour to offer stakeholders and media an exclusive look at the $75 million project, the first of its kind in Canada. In October, Brookline coordinated a Construction Update Tour as the project neared completion, gathering stakeholders for a closer look at the progress made since May. Both events provided valuable opportunities for attendees to hear from key project leaders, government dignitaries and industry experts, engaging in insightful discussions about DIW’s anticipated impact when the facility opens in Spring 2025. Brookline’s expertise in event management and media relations ensured these events ran smoothly, with comprehensive coverage that emphasized DIW’s role in shaping the future of sustainable dairy production.

ATCOenergy 

2024 has been a memorable year for Brookline with ATCOenergy and its sister brands Rümi and Blue Flame Kitchen. Most recently, Brookline helped bring the festive spirit to town with the opening of Santa at Spruce Meadows, highlighting ATCOenergy’s partnership with Habitat for Humanity Southern Alberta. In keeping with the holiday spirit, Brookline also supported Rümi’s Winter Wonderfest for a second year, with an enchanting event at ATCO Park. Throughout the year, Brookline works alongside Rümi to showcase the brand as a go-to-resource for connecting homeowners with home services through influencer campaigns and media relations. Brookline also supports Blue Flame Kitchen, a trusted culinary hub serving up exceptional meals and experiences for any occasion. It’s been a pleasure to continue collaborating with these amazing brands to share impactful strategies all year long.

Calgary Public Library

Brookline is proud of its ongoing work with Calgary Public Library, one of Canada’s largest public library systems. Through strategic media outreach and storytelling, we help raise awareness for its role as a vital community hub along with its dynamic programs and services. This year, Brookline secured impactful media coverage for initiatives such as the Ultimate Summer Challenge, Residency programs, inclusive community events and library openings. Brookline is honoured to support the Library in reaching new audiences and reinforcing its standing as an essential, innovative resource for Calgarians of all ages.

National Music Centre – Violins of Hope

Brookline was honoured this year to partner with the National Music Centre to drive awareness for an important exhibit – Violins of Hope. Violins of Hope is an exhibition of historic musical instruments that survived World War II and were owned by victims of the Holocaust. Although the violins come from many different backgrounds, they are tied together through the singular history of the persecution of European Jews and the Holocaust. Brookline supported with media relations, including a poignant media sneak preview event where journalist not only got to learn the heroic stories behind these instruments but also speak directly with Holocaust survivors themselves.

T&T Supermarket 

Brookline and T&T Supermarket were back at it again this year, working collaboratively to bring the joy of food from coast to coast across Canada. With a market spanning from British Columbia to Quebec, the Brookline team assisted T&T Supermarket in securing influencers to highlight the Papa Crispy Chicken and Mid-Autumn Festival campaigns. Curated influencer lists were developed with passionate foodies to create authentic campaigns with content that correlated both the sentiment of the product launches as well as the company itself. With both campaigns being a success, this year Brookline and T&T Supermarket were able to celebrate, whether it was the Mid-Autumn Festival or simply the restock of Papa Crispy Chicken on the shelves!

OSTEN & VICTOR Alberta Tennis Centre

Brookline once again proudly supported the OSTEN & VICTOR Alberta Tennis Centre (ATC) this year, raising awareness for two key events: the inaugural Everyone Can Play Gala and the fifth Calgary National Bank Challenger. The gala raised funds to support inclusive and accessible tennis programming for new Canadians, under-represented families and youth. Brookline led media relations efforts to announce the player lineup for the 2024 Challenger and continue the buzz for the gala event and throughout the weeklong tournament. The Calgary National Bank Challenger was a sold-out event and has become one of the top ATP Challenger tournaments globally. We’re thrilled to continue our partnership with the ATC and contribute to the success of these premier sporting events.

Dacro Industries

This year marked a monumental year for one of Brookline’s clients, Dacro Industries Inc. (Dacro) as it is its 50th anniversary. In celebration of this important milestone, Brookline supported Dacro in the production of a special anniversary video to showcase its capabilities, culture and reliability. This video served multiple purposes, aiming not only to celebrate the anniversary but also to instill pride within the Dacro community and to act as promotional material for both employee recruitment and client engagement. Brookline also supported the launch of this video through media outreach and interview coordination, social media posts and the internal employee announcement.  

FIM World Super Cross 

Brookline recently supported FIM World Supercross Championship (WSX) with their first ever Canadian Grand Prix in Vancouver, B.C. The team helped WSX with their pre-event press conference in August, writing press releases, media pitches and briefs, and recruiting media to attend the event and generate awareness for the pre-sale of tickets. In September, our team curated media lists, developed influencer recommendations and distributed event listings to spread the word about the Grand Prix, building excitement around this show stopping event held at BC Place. October was showtime as the team was busy pitching to media, coordinating interviews and arranging accreditations before our team flew west to attend the event and provide on-site support. Brookline’s efforts resulted in over 400 pieces of coverage with a total reach of over 53 million and an advertising equivalency value of $496,000.

In the community…

There were many reasons for the Brookline team to #BPRCelebrate in 2024, and we are proud to give back to those in need in our community.

We are fortunate to be able to #BPRCelebrate organizations throughout our city that provide essential services to those in need. This year, Brookline is proud to once again support Discovery House, a local non-profit dedicated to breaking the cycle of domestic violence for women and children in Calgary. Discovery House provides secure, long-term housing, mental health care and vital resources to those in need to create a compassionate, empowering space.

In October, we hosted our third annual Fashion and Fun Event with our friends, families and clients. At the event, we asked attendees to bring a donation of toiletries, blankets, cleaning supplies and other non-perishable and essential items for Discovery House. It is through the support of organizations, such as Discovery House, that our communities can thrive and provide assistance to those who may be in need. 

Brookline also had the pleasure of attending Mount Royal University as a guest speaker for the public relations students. Shauna shared her valuable insights and industry expertise, offering the students a closer look at the dynamic world of public relations and sparked meaningful discussions within the classroom. Brookline is proud to support the next generation of public relations and communications professionals and we look forward to future collaborations within the community.

This holiday season, we could not be more grateful for the giving spirit of those associated with Brookline and we look forward to the continuation of this spirit as we head into the new year.