Page 42 - Shango Case Study

Shango Events and Sponsorships cont’d
In this case, Shango Las Vegas opened one week before Election Day when Nevadans would decide whether or not to pass Question 2, a critical ballot initiative to legalize the sale of recreational cannabis. BRAND assembled the Las Vegas Metro Chamber of Commerce, the district’s Senator, Mark Manendo, a full complement of local media and hundreds of medical marijuana patients to mark the occasion. The resulting TV coverage alone reached more than 139,000 viewers.
The Company
BRAND also planned a VIP Grand Opening Party attended by industry representatives and Shango, a subsidiary of Rexroad Marquis Corporation (RMC), is an integrated cultivator,
supporters, state and local of cials, the Media and a bona de pop-music icon. In all, more processor, distributor and retailer of premium cannabis products based in Portland, Oregon.
than two hundred guests mixed, mingled and noshed throughout the evening. They got It is also an emerging leader in the exploding American Cannabis Industry.
to know Shango’s executive team and employees not only as smart, hard-working business
Currently, Shango has cultivation facilities in Oregon and Washington, and ve retail stores in people committed to building a successful legitimate company, but also as “regular folks”
the greater Portland area. The company is poised to enter new markets for cannabis opening in who enjoy a great party with family, friends and colleagues.
Alaska, Arizona, California, Hawaii and Nevada. It is also planning to extend its presence across
The timing of the Grand Opening ahead of the Question 2 vote and the success of the events the country as other states legalize recreational and/or medicinal cannabis.
enabled BRAND to continue building awareness and momentum throughout the following
Shango is commited to:
week towards Election Day. In anticipation of the measure’s passage, BRAND arranged for
Shango’s marketing partner, Tommy Chong, to appear at Shango Las Vegas and help celebrate
• Rede ning cannabis as a positive and respected addition to the nationwide marketplace. this historic day. Of course, we also noti ed the Media of Tommy’s appearance.
• Changing how millions of Americans responsibly purchase, use and enjoy cannabis. Throughout the evening, national and local news crews came to Shango Las Vegas to cover
Tommy’s personal “Toke the Vote” campaign and get his comments on the momentous
• Transforming the production and sale of cannabis products into a prosperous business, as decisions being made in Nevada and other states around the country. Between signing
well as a pro table investment.
autographs for his loyal fans and giving interviews and even guided tours of Shango’s
cultivation and production facilities to the Media, Tommy worked non-stop until 10 PM. • Creating America’s rst and nest national cannabis brand.
Every local media outlet and several national, broadcast, print and online outlets covered Tommy’s appearance. However, CNBC also sent a crew to anchor its coverage votes to legalize recreational cannabis, not only in Nevada, but in several other states, from Shango Las Vegas. As a result, BRAND achieved signi cant nationwide exposure for Shango and its new Nevada agship location.
Define. Differentiate. Dramatize.
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