When more than 38,000 attendees from over 100 countries gathered in Calgary for Global Energy Show Canada 2026, the event once again demonstrated its position as North America’s leading energy conference and exhibition. While attendees experienced the conversations and announcements firsthand, a significant part of the event’s success happened behind the scenes through a strategic media relations program led by Brookline.
Ahead of the event, Brookline worked closely with the Global Energy Show Canada 2026 team to build awareness and generate media interest. A key focus was securing media opportunities for Nick Samain, Senior Vice President, North America, dmg events. Through targeted outreach and relationship-driven pitching, Brookline arranged interviews with key media outlets ahead of the event, creating opportunities to discuss the show’s economic impact, international significance and role in advancing conversations around energy security, investment and innovation.
Brookline also worked closely with Tourism Calgary to highlight the significant economic benefits Global Energy Show Canada delivers to Alberta. Through coordinated media outreach, strategic messaging and spokesperson interviews, Brookline helped communicate the event’s projected $70.6 million economic impact, support for more than 23,000 jobs and the generation of over 56,000 hotel stays. By showcasing these impacts through earned media opportunities and key announcements, Brookline helped position the event as one of North America’s leading energy conferences.
Preparation was equally important. Brookline developed media briefing materials and key messages to ensure Nick was well-equipped for interviews and able to communicate consistently across a variety of topics and audiences.
Our team also led the drafting, distribution and promotion of multiple press releases and media advisories before, during and after the event. These announcements highlighted major speakers, event milestones, attendance figures, economic impact and key outcomes, providing media with timely and newsworthy content throughout the conference lifecycle.
Once the event began, Brookline’s role shifted to onsite proactive and reactive media support. The team coordinated interview requests, facilitated media opportunities and continued proactive outreach to connect journalists with spokespeople. By leveraging strong media relationships, Brookline secured valuable coverage before and throughout the three-day conference.
Strong media relations can significantly expand the reach and impact of an event. For Global Energy Show Canada 2026, a strategic approach helped amplify key messages, elevate spokesperson visibility and extend the event’s influence well beyond the convention centre.
As a result of our media relations efforts, Global Energy Show Canada received a total of 2.65k media mentions across online, broadcast and print outlets, generating a combined reach of 855 million and an advertising value equivalency (AVE) of $11.3 million.
Rebecca Hurl is an Account Director at Brookline Public Relations. She has a passion for building connections and helping create effective communications strategies for clients.
