CANNABIS PR CAMPAIGN
On October 17th, Canada became the first G7 country to legalize cannabis – with sales forecasted to exceed $7billion in 2019. To increase brand awareness before the industry milestone, Nine Point Agency was selected by Ascent Industries to achieve positive editorial coverage across broadcast, print and online media. Ascent Industries is multinational licensed cannabis producer committed to developing the highest quality cannabis and marijuana products. With their strategy firmly anchored in science, the company has emerged a leader and one of the few to successfully navigate the heavily regulated cannabis industry.
Through the creation and implementation of a tactical PR plan, Nine Point Agency sought to secure exposure through media pitches that resonated with top-tier publications. As well as proactive outreach to the agency’s extensive media database, Nine Point Agency collated a list of relevant scheduled editorial opportunities to respond to. The campaign was bolstered through the distribution of newsworthy press releases on an ad hoc basis, and was a resounding success.
As a result of media outreach on a diverse range of industry topics, Nine Point Agency secured interviews with CBC, CTV, Bloomberg, CKNW, Fairchild Radio, Vancouver Courier, Sing Tao Daily, Business in Vancouver, BC Business, Winnipeg Free Press and Cannabis Business Times. Prior to legalization, the agency achieved 54 pieces of coverage, with a combined reach of over 90 million, including articles on BNN Bloomberg, Vancouver Sun, Toronto Star, Calgary Herald, The Province, The Philadelphia Inquirer, Houston Chronicle and The GrowthOp.