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Hard Rock, together with creative agency GALE, just launched a star-studded campaign that spotlights some of the biggest names in music and sports.
"Hard Rock is one of the world’s most iconic brands, with nearly universal awareness. But people are not aware of everything they offer," GALE’s Chief Brand and Experience Officer Winston Binch shared.
Binch continued, saying that to solve this and drive sign-ups for its new loyalty program Unity, the brand and agency set out to create a campaign that reimagined one of the most iconic songs in history, together with "icons of today near-universal awareness."
The marketing initiative culminates in the epic one-minute spot "Come Together with Unity by Hard Rock."
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It kicks off with different stars emanating the premier and luxurious essence of Hard Rock in and around its different establishments, starting with:
- Grammy award-winning superstar Shakira
- Multi-platinum artist John Legend
- Multi-platinum-selling songwriter Noah Kahan
- Global football sensation Lionel Messi
In line with the campaign's theme, Kahan's version of the classic "Come Together" track from The Beatles plays in the background, as everyone walks their walk.
"I'm so honored to be part of this Hard Rock effort and to have the opportunity to record my take on one of the greatest songs ever; I can't wait for fans to hear it in the campaign," Kahan shared in a press release.
Throughout the spot, the brand also highlights its various location offerings, such as the Hard Rock Hotel Riviera Maya, Hard Rock Hotel New York Rock Star Suite, Hard Rock Hotel & Casino in Hollywood, and Seminole Hard Rock Hotel & Casino Hollywood in South Florida.
The Perks of Unity
The campaign aims to bring attention to the company's newly launched Unity by Hard Rock Loyalty Program, which offers a wide variety of benefits and services to members across the globe.
Through it, they can earn free nights, dining experiences, and merchandise, and get exclusive access to offers, promotions, and rewards across 200 Hard Rock locations worldwide.
In line with the campaign, Hard Rock is also launching a sweepstakes giveaway to Unity members, including a trip to New York City in July to attend Noah Kahan's headline show at Madison Square Garden, and an all-expense-paid six-night vacation at Hard Rock Maldives later in the year.
"With hospitality offerings that encompass hotels, casinos, Cafes, retail outlets, and more, Hard Rock is uniquely positioned to launch this one-of-a-kind loyalty program that rewards our guests' passions for entertainment, travel, gaming, and food," explained Keith Sheldon, President of Entertainment & Brand Management at Hard Rock.
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