Archive for March, 2020

Calgary hosts world-class tennis at the second annual Calgary National Bank Challenger

Monday, March 30th, 2020

Ottilie Coldbeck, Public Relations Assistant

During the last week of February, Calgary hosted some of the biggest names in tennis at the OSTEN & VICTOR Alberta Tennis Centre for the Calgary National Bank Challenger. Following a successful inaugural event in 2018, selling over 6,500 tickets and live streaming to 140,000 viewers, tournament organizers set ou t to make this event even better than the last, inviting world-class players from across the globe, including Croatian player, Ivo Karlovic and Canada’s very own maple syrup loving, Vasek Pospisil.

As the largest indoor professional tennis event in Canada, the tournament drew crowds to the highly anticipated tournament for a chance to watch some of the world’s most decorated tennis players. Ending in a nail-biting game between World No.191 Maxime Cressy of the US and World No.206 Arthur Rinderknech of France going head to head in front of a sold-out crowd, the tournament saw incredible players come together for a week of top-level tennis.

After supporting with the inaugural event in 2018, Brookline jumped at the opportunity to support the OSTEN & VICTOR Alberta Tennis Centre once again in driving awareness for the exciting event. Brookline developed official tournament press releases, initially announcing the tournament headliner, Vasek Pospisil, followed by the official player line-up announcement. To mark the occasion, Brookline supported with a press conference hosted at The CORE Shopping Centre at an interactive pop-up where the public were invited to play tennis with professionals, buy tickets and learn more about the up-and-coming event.

Brookline’s efforts resulted in over 15 individual stories across all major Calgary media outlets, including interviews with Tournament Director, Danny Da Costa; Postmedia’s Male Athlete of the Year for 2019, Vasek Pospisil; and, retired Olympic Champion and eight-time Grand Slam Champion, Daniel Nestor. In addition, the Calgary National Bank Challenger saw record ticket sales, with a sold-out final game

Ottilie Coldbeck is a Public Relations Assistant at Brookline Public Relations. As a self-proclaimed adventure seeker, Ottilie challenges herself to remain outside her comfort zone in all aspects of her life. Ottilie has a passion for story-telling – helping brands communicate their messages in an authentic manner.

Why Micro-Influencers are Making a Mighty Impact in 2020 and Beyond

Tuesday, March 10th, 2020

Alex Handley, Account Executive

Gone are the days when being a social media influencer meant having celebrity status. In 2020, anyone, anywhere can be an influencer, so long as they have a trusting audience. This leaves many brands and companies wondering: can influencers with a smaller, more nichefollowing pack the same punch as big-name bloggers and A-listers? Lately, all signs point to yes.

Today’s hyper-marketed online audiences are warier of brand partnerships than their predecessors. Compared to a few years ago, personal social channels are teaming with #paid, #partner and #sponsored posts. As consumers, we know when our attention is being explicitly sought out. But we like it that way! …Provided it’s done well.

It’s true—this influx of commercial disclosures is driven by users, who are seeking greater transparency from brands big and small. In order to shine through disclaimers while ringing true to audiences, influencer engagement needs to be as authentic and brand aligned as possible. In this sense, working with micro-influencers make this easy because they’re highly relatable and often viewed as trustworthy and credible. At the end of the day, it is important to select an influencer partner based on values and how they reflect your brand than on whether they have a massive following.

If reaching a large following isn’t necessarily everything, how else can value return be measured? Depending on your marketing and PR goals, another key indicator of success to consider is engagement. Social media, which naturally facilitates two-way communication, is the perfect platform to get past “views” and inspire action—whether that be a like, comment, share or follow. Micro-influencers are often able to connect with their audiences on a deeper level simply by having a more modest following, and this more personal approach leads to formidably higher rates of engagement.

This personal touch is yet another benefit of working with micro-influencers. These niche content creators work hard to deliver incredible videography, copy and photography and are often closer to their audience, knowing them inside and out. Micro-influencers can be valuable strategic partners, bringing creative ideas and unique insights to campaigns as collaborators rather than “channels.”

High followings are hard won and there will always be a time and a place for partnering with celebrities and bigger name ambassadors. But reach and fame are no longer the be-all and end-all of influencer engagement. While it may be tempting to seek out and select the partner with the most followers, keep in mind that micro-influencers are trusted, engaging and collaborative. Micro-influencers may be small, but they make a mighty impact and should not be overlooked.

Alex Handley is an Account Executive at Brookline Public Relations. She is a strategic thinker and team player with a passion for working collaboratively, fostering connections and delivering solid results.

Beyond PR Podcast – Episode 9 – Patricia Kaiser

Monday, March 9th, 2020

Ottilie Coldbeck, Public Relations Assistant

Evolving from an up-and-coming woman in tech to a dynamic, hands-on leader, Patricia Kaiser has proven she is a force to be reckoned with.

In recognition of International Women’s Day, Patricia sits down with Brookline’s Principal and Founder, Shauna MacDonald, to discuss her experience as a business leader and a working mother, answering the question: can you really have it all? Reflecting on her career, Patricia gets candid about the glass ceiling, her role at the board table and just how she became comfortable being uncomfortable, ultimately pushing herself to achieve more and go further.

As one of Brookline’s first clients, Patricia and Shauna discuss their professional and personal history and what it truly means to make a difference for working women.

The Beyond PR podcast brings open, honest and sometimes never-before-heard stories from notable leaders each month. Subscribe to Beyond PR on Anchor, Spotify, Apple Podcasts or Google Podcasts to catch the season one finale in April 2020.

Ottilie Coldbeck is a Public Relations Assistant at Brookline Public Relations. As a self-proclaimed adventure seeker, Ottilie challenges herself to remain outside her comfort zone in all aspects of her life. Ottilie has a passion for story-telling – helping brands communicate their messages in an authentic manner.