ELEVATOR Communications, a Toronto-based public relations firm headquartered announced its success at last night’s Canadian Public Relations Society (CPRS) awards, taking home top prize in the “New Product Launch Strategy of the Year” category.
The ACE (achieving communications excellence) Award, won in partnership with its client Tweed (recreational division of Canopy Growth Corp), is the ultimate moment of what has proven to be a breakthrough year for the boutique agency. Following a large growth trajectory, the agency signed Canopy Growth in September 2018 with a national, bilingual mandate to reframe the cannabis conversation in the lifestyle media and influencer market.
The win is the result of a PR plan designed to build brand awareness for Tweed, drive adult traffic to retail and e-commerce; and a content strategy that is indicative of forward momentum and de-stigmatization in the Canadian cannabis industry.
“This has been the single-most exciting business challenge we have faced in 18 years of ELEVATOR’s existence,” said Melanie Rego, President. “It has given us the opportunity to enter a consumer industry that didn’t exist seven months ago and to achieve positive brand awareness against many odds. Our approach to public relations is taking calculated risks and leading with passion first and foremost which is proving to be a success in the new frontier of legalization. When it comes to Tweed, together we are creating best practices in real time, making history along the way. We are very honoured to be partners and look forward to serving and supporting them through their rapid growth.”
Tweed has experienced huge momentum since legalization in October 2018. With the opening of 15 retail and e-commerce platforms across Canada, new product and category launches and taking a leadership position in the cannabis advocacy space, Tweed has done an exceptional job in creating a “best in class” cannabis retail platform and positioned Canada as a world-class industry leader. ELEVATOR is proud to be part of a company that practices social responsibility through an incomparable force for good.
“Canopy Growth Corporation and Tweed embrace public relations as a springboard to good conversation. Through the development of an open communication channel between media and the cannabis industry, we can continue to educate adults about how to enjoy cannabis in its various forms while ensuring our critical messaging is 100 percent focused on responsible consumption,” said Samantha Spence, Senior Communications Advisor, Canopy Growth. “An award from the Canadian Public Relations Society is a terrific endorsement that our efforts are paying off.”
ELEVATOR communications is a boutique PR agency headquartered in Toronto, with offices in Montreal and Calgary. The agency services businesses across Canada with a specialized focus on cannabis, food and beverage, beauty and design. It’s award-winning messaging strategies have attracted North American conglomerates and international clients.