ORLANDO: The Hard Rock Cafe has handed its pounds 700,000 US PR
account to the MWW Group. MWW won the work after a pitch which is
understood to have included Ruder Finn, Fleishman-Hillard, GCI and the
Chris Tomasso, Hard Rock’s senior director of marketing and productions,
said he was impressed that MWW president Michael Kempner came down
personally to attend the pitch.
The restaurant chain - a subsidiary of UK conglomerate the Rank Group -
aims to use its 30th anniversary next year to distinguish itself from
other themed restaurants.
’Hard Rock is more than a restaurant; it is a brand, Kempner said.
Tomasso added the account is expected to expand as anniversary efforts
begin in earnest.
A major facet of the account will be promoting the relaunch of Hard
Rock’s web site, aiming to make it a leading destination for music fans.