Fall 2024 was nothing short of a whirlwind for the Brookline team, as we partnered with dmg events to provide media relations support for not one, not two, but three major conferences across Canada – all in just one month! Here’s how we managed to juggle Carbon Capture Canada in Edmonton, the International Pipeline Conference & Expo in Calgary, and the Canadian Emergency Preparedness and Climate Adaptation Convention in Ottawa.
First up, we kicked things off in Edmonton from September 10-12 for Carbon Capture Canada. Then, half of the team was back in Calgary for the International Pipeline Conference & Expo (IPCE) from September 23-27, while the rest of the team made the journey to Ottawa from September 24-26 for the Canadian Emergency Preparedness and Climate Adaptation Convention (CEPCA). It was a coast-to-coast adventure of industry experts, cutting-edge technologies and crucial conversations – and we were thrilled to be at the heart of it all!
Each conference came with its own unique needs and strategies, but we were more than ready. Leading up to the events, our team drafted and distributed press releases to announce the big news in each city, ensuring that local media were well aware of the activities in each city. Our team put together carefully curated lists of media contacts, leveraging our network to secure coverage with both mainstream and trade media across Canada for all three events.
When the conferences got underway, we were there to manage the buzz. We handled everything from staffing the official media centers and organizing media accreditation to coordinating interviews with key speakers and exhibitors. And, because we know that anything can happen, we worked closely with dmg events to manage potential security and issues as they arose. Crisis communications? We had that covered too.
After each event wrapped, our Brookline team drafted post-event press releases to share the highlights from city. From attendance numbers and key speakers to award winners and breakthrough moments, we made sure to share just how successful these conferences were.
Across the three events, our efforts resulted in outstanding coverage! In total, we secured 1,116 pieces of media coverage, including 65 TV clips, 45 radio mentions, 6 print articles and 1,000 online stories. This incredible media reach totaled over 423,718,033, with an advertising value equivalency (AVE) of over $3.9 million. Can you believe it!?
Three conferences in three cities in one month is not for the faint of heart, but our team thrives on a challenge, and we rose to the occasion! From carbon capture to pipeline innovations and emergency preparedness, we were proud to play a part in spreading the word about these important events and conversations.
Until next time, we’re catching our breath and looking forward to more exciting projects ahead!
Haylie Huber is an Account Coordinator at Brookline Public Relations. With a diverse background in agriculture, energy and municipal government, Haylie never shies away from a challenge and is passionate about providing high quality, goal-driven results.