High Expectations, Higher Results: Cultivating Curio’s PR Success

Opportunity

As the leading medical cannabis brand in Maryland, Curio Wellness sought to capture the attention and brand loyalty of cannabis users across the state, especially in the lead-up to the legalization of adult use.  As agency of record, Abel Communications developed a comprehensive media relations and social media content strategy. Our work also included issues management, awards nominations and special events, culminating in a ribbon cutting on July 1, 2023 at the company’s retail location, Far & Dotter. 

Solution

Through research, strategic messaging, media outreach, and social strategy, Abel helped Curio stand out amidst the conversation around recreational cannabis; cashing in on the more than $85 million in total recreational sales  during the first month of legalization. Our “Hearts & Minds” PR campaign secured over 80 unique media hits and 98 million+ impressions from January to August 2023. Coverage ran in more than three dozen different media outlets, across local and trade media, broadcast, print publications, and podcasts. Curio also was named winner of three Baltimore Sun 2023 Reader’s Choice Awards. Along the way, Curio became a go-to expert for the media on issues surrounding adult use of cannabis and economic impact