In November 2012, Colorado voters passed Amendment 64, which led to the legalization of cannabis use for adults 21 and older in January 2014. This legislation inspired travel and hospitality industry veterans to create a new business venture — Bud and Breakfast, the first-of-its-kind online booking engine to match travelers with safe and legal accommodations in places that have legalized the use of cannabis for medical and/or recreational use. Bud and Breakfast approached MAPR to help them launch their site with the advent of legal cannabis in Colorado and around the country.
MAPR worked closely with Bud and Breakfast to develop business objectives aimed at raising awareness about the company and its website. We formulated a strategic communications plan aimed at increasing the number of properties listed on the Bud and Breakfast site, directing more potential renters to the website and generating bookings, building the trust of potential customers, and demonstrating that cannabis companies can and should be taken seriously.
The initial press release received significant coverage in both cannabis and travel trade publications as well as in mainstream media outlets. Our integrated communications program, including content creation in the form of Bud and Breakfast blog posts as well as contributed opportunities, and press release development and distribution, helped Bud and Breakfast secure both local and national coverage in outlets such as USA Today, Fast Company, Elite Daily, The Guardian, Built In Colorado and The Denver Channel, KMGH-TV.