Last week, Privateer Holdings and Colehour and Cohen won the top award for investor communications at the 2016 PRWeek U.S. Awards ceremony in New York City. The win marks the first-ever time a cannabis company has received the coveted accolade. Marijuana Business Daily called the accomplishment "another boost for the legitimacy of the cannabis industry."
In an article explaining why Privateer Holdings won the award, the judges praised how the Privateer team was able to demonstrate to investors the excitement and promise surrounding legal cannabis while changing any negative misconceptions about the industry they might have had. Highlighting several projects, they wrote:
Efforts included [Privateer's] November 2014 launch of Marley Natural, the first global consumer cannabis brand, in partnership with Bob Marley’s family.
Two months later, Privateer announced an investment from Founders Fund, which marked the first institutional investment in the cannabis industry. Both announcements garnered more than 2 billion earned media impressions.
Privateer also took advantage in July 2014 when sales of recreational cannabis began in Washington. Its first portfolio company, Leafly, a website and app that allows consumers to review cannabis strains and dispensaries, distributed more than 3,000 free lunches and cards with information about cannabis to the public.
Leafly also placed the first cannabis-related print ad in the The New York Times, resulting in more than 350 media hits.
Leafly's historic New York Times ad, which was published in the summer of 2014, featured prominently in the March cover story of Marijuana Business Magazine, which profiled Privateer Holdings and its portfolio of brands. The ad, originally developed during a 2013 brainstorming session, featured two medical cannabis users and encouraged readers to "just say know" to make the most informed choices for their health. "We wanted the first ad to be mainstream, an ad that people could embrace," Privateer Chief Executive Officer Brendan Kennedy told the magazine. s the PRWeek Awards judges acknowledged, numerous publications reported on the history-making ad, then included the Wall Street Journal, BuzzFeed, Fortune, and Ad Age.
Congratulations to our team members on their incredible win at last week's PRWeek Awards ceremony. This honor is well-deserved! To stay up-to-date on our latest news and updates, follow Privateer Holdings on Twitter and LinkedIn