Archive for May, 2020

Kananaskis Nordic Spa Captivates with Exclusive Content Creation Event

Thursday, May 28th, 2020

Alex Handley, Account Executive

Earlier this year, Brookline had the absolute pleasure of supporting the Kananaskis Nordic Spa (the Spa) and the Pomeroy Kananaskis Mountain Lodge (the Lodge) with developing and executing a comprehensive influencer and media relations strategy. In the wake of COVID-19, we are thrilled to share that the Lodge, which closed temporarily to take precautions against virus, has reopened in accordance with Alberta’s relaunch strategy on May 15, 2020. For a taste of the Spa’s unique offerings, which is closed until further notice, read on and get inspired for a future visit!

Image courtesy of Calgary-based influencer Janelle Saccucci @janellesaccucci

The Spa—famous for its Canadian Tartan robes and relaxed social atmosphere—has been redefining wellness in the heart of the Canadian Rockies since 2018. Delivering rejuvenating hydrotherapy in a unique alpine setting to guests from Alberta, Canada and around the world, this must-experience destination encourages visitors to #bravetheelements during winter, spring, summer and fall—in true Canadian fashion!

To raise awareness of the Spa as an all-season destination and capture fresh, winter-specific visuals, Brookline organized an exclusive, private event for content creators and media from key markets. The Spa, which is typically a camera- and phone-free space, was closed to the public for half a day and opened to select top-tier media and influencers who captured photos and videos in the stunning pools, saunas, steam rooms and more.

During their one-of-a-kind visit, guests had the opportunity to sample the new winter menu from onsite food and beverage outlet Two Trees Bistro and were gifted branded swag as special keepsakes. Brookline provided attendees with story angles, hashtags, handles and support capturing content, and ensured members of the Lodge’s team were available to interact with the VIP guests and answer any questions.

The exclusive event successfully showcased the Spa experience from the guest’s perspective in an authentic and engaging way, reaching audiences in several regional markets and across multiple channels, including Facebook and Instagram.

The event yielded more than 2 million impressions and more than 150 pieces of coverage, resulting in high-quality, user-generated content that can be repurposed by the Spa for years to come as they continue to invite guests to #bravetheelements, no matter the season.

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.

Brookline teams up with The Upper Deck Company to launch inaugural My MVP Program in search of the ultimate hockey fan across North America

Thursday, May 21st, 2020

Nicole, Public Relations Assistant

Hockey may be on hold for the time being, but that doesn’t mean we can’t reminisce. In the spirit of reflecting on simpler times, like when the Battle of Alberta consumed conversations in Western Canada and the All-Star Game brought together unlikely allies, Brookline is looking back on a cross-border campaign with The Upper Deck Company (Upper Deck) to launch its first-ever My MVP Program in conjunction with the NHL.

Over a three-month period, Brookline supported Upper Deck as it set out to find the NHL’s ultimate fan across 23 teams through a Twitter-based contest. The concept was simple: nominate the biggest hockey fan you know in hopes of crowning them as the Ultimate MVP (read: the biggest fan in the NHL). The top winner would be awarded the “Heart Trophy” and win the ultimate prize package from Upper Deck, including tickets to the Stanley Cup Playoffs.

St. Louis Blues in-arena host Carlie Lawrence promotes voting for the Team MVP Ryan McConnell

Starting with a big splash at the All-Star Game in St. Louis, MO, Brookline brought in some of the top hockey influencers in the city to attend the Upper Deck booth and share how their followers across the country could nominate the MVP in their life. Significant media and influencer relations in the beginning of the campaign maximized the number of nominations, which eventually whittled down the top contenders to one representative from each participating NHL team.

Brookline was tasked to focus on five key markets in the My MVP Program, including Vancouver, BC; Edmonton, AB; Las Vegas, NV; Chicago, IL; and St. Louis, MO. By sourcing the top influencers in each market, whose followings ranged from thousands to tens of thousands of users, Brookline managed these partnerships to effectively communicate with each city’s hockey community and walk fans through the phases. These partnerships included hosting some highly coveted giveaways and sharing immersive, interactive content.

Brookline also enlisted the help of Benny the Ice Skating Dog, the unofficial spokesdog for the Las Vegas Golden Knights, to promote the My MVP Program

Brookline engaged media relentlessly throughout this campaign as cities rallied behind their team nominees, gaining national media attention from the National Post, CNBC, CBS Sports Las Vegas, and TSN, to name a few. All in, the campaign drew in over 213,000 impressions from Brookline’s influencer relations efforts and nearly 20 million impressions through the campaign hashtag and traditional outlets.

Sean Panganiban, Ultimate MVP from Edmonton, AB

In the end, the Edmonton Oilers can be very proud of their city’s fan base as their very own Sean Panganiban emerged victorious as the league’s Ultimate MVP. To read more about Sean, visit Brookline’s Instagram or the full-length article from esteemed sports writer Terry Jones.

Nicole is a Public Relations Assistant at Brookline Public Relations. She is a writer at heart and thrives composing anything from a long-lead op-ed to a clever Instagram caption.

Beyond PR Podcast – Episode 10 – Deborah Yedlin

Wednesday, May 20th, 2020

Ottilie Coldbeck, Public Relations Assistant

Veteran journalist, community leader and 14th Chancellor of the University of Calgary, Deborah Yedlin seems to have done it all!

In the last episode of season one, Deborah and Shauna discuss her anything-but-ordinary career, from Wall Street to becoming Alberta’s leading business and politics reporter. As a leader in her field, Deborah explains how she held her own in largely male-dominated industries, how her position at the University of Calgary seemed like a natural fit, and how Albertans are responding to the COVID-19 pandemic amidst an already challenging energy crisis.

With candid stories about the realities of being a working mom – think in-labour interviews and 5-year-old press conference attendees – Shauna and Deborah reflect on their history together, and how female leadership has evolved – especially in light of COVID-19.

The Beyond PR podcast brings open, honest and sometimes never-before-heard stories from notable leaders. Subscribe to Beyond PR on Anchor, Spotify, Apple Podcasts or Google Podcasts. Stay tuned for season two coming soon!

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 and engaging way.