Hard Rock International taps John Legend, Shakira and Lionel Messi in a global campaign to launch loyalty programme
Through a star-studded campaign from Gale, Hard Rock International is celebrating how its vast guest offerings have “Come Together” with the help of acclaimed singers John Legend and Shakira and soccer legend Lionel Messi.
Brought to life through the iconic Beatles song “Come Together,” as covered by GRAMMY-nominated, multi-platinum-selling singer/songwriter Noah Kahan, the campaign supports the global launch of Unity by Hard Rock™, a one-of-a-kind loyalty program also developed by Gale, that rewards guests for doing the things they love across Hard Rock’s portfolio of 200 hotels, casinos, cafes and Rock Shops around the world.
In the campaign, international superstars showcase the wealth of Hard Rock offerings, appearing in the Hard Rock Hotel Riviera Maya, Hard Rock Hotel New York, and Seminole Hard Rock Hotel & Casino Hollywood–more commonly known as The Guitar Hotel. The campaign shows that, no matter your interest, Hard Rock has a place for you.
The sophisticated and fully integrated campaign–which includes digital, streaming, social, and email/CRM—was designed to connect Hard Rock’s brand legacy and universal appeal with a new audience while driving awareness, sign-ups, and visitation.
Winston Binch, Chief Brand & Experience Officer, Gale: “Hard Rock is one of the world’s most iconic brands, with nearly universal awareness. But people are not aware of everything they offer. To solve that and drive Unity sign-ups, we set out to create an entertaining campaign featuring a re-imagined version of one the most iconic songs in history along with icons of today-with near universal awareness. With these superstar spokespeople who represent a variety of industries, cultures, and passions, the campaign highlights the variety of passions Hard Rock consumers can explore: food, music, casinos, gaming, to name a few."
Keith Sheldon, president of entertainment and brand management, Hard Rock International and Seminole Gaming: “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. The launch of Unity by Hard Rock across 200 locations worldwide also provides the perfect opportunity to reintroduce the world to all of Hard Rock's amazing hospitality offerings through the lens of some of our most iconic artist and athlete friends, and with a modern take on a Beatles' classic serving as our soundtrack."
Hard Rock's campaign includes 60- and 30-second spots that will appear in select local markets, on streaming, search, OLV, social and display digital channels and across Hard Rock locations globally.
