Hard Rock dishes out dollars 1m account to MWW Group

ORLANDO, FL: The Hard Rock Cafe has selected The MWW Group from the menu of firms vying for its dollars 1 million PR account.

ORLANDO, FL: The Hard Rock Cafe has selected The MWW Group from the menu of firms vying for its dollars 1 million PR account.

ORLANDO, FL: The Hard Rock Cafe has selected The MWW Group from the

menu of firms vying for its dollars 1 million PR account.



MWW bested fellow finalists Ruder Finn and Ogilvy for the work, and word

is that Fleishman-Hillard, GCI Group and The Cherenson Group pitched as

well.



Chris Tomasso, Hard Rock’s senior director of marketing and productions,

said he was impressed that MWW president and CEO Michael Kempner came

down to personally attend the pitch: ’That showed the level of

commitment we were looking for.’



The restaurant chain, a subsidiary of UK conglomerate The Rank Group, is

hoping to use its 30th anniversary next year as a means of

distinguishing itself from others in the sagging theme-restaurant

industry.



’Our charge is to differentiate them,’ Kempner said. ’Hard Rock is more

than a restaurant - it’s a brand.’ Tomasso added that the account could

easily surge past dollars 1 million when the anniversary efforts begin

in earnest.



Another major facet of the account will be promoting the relaunch of

Hard Rock’s Web site, with the hopes of making it a leading destination

for music fans.



But first, MWW is handling a press conference today at the Los Angeles

Hard Rock, where Backstreet Boy A.J. McLean will announce a tour to

benefit VH1’s Save the Music Foundation, a charity that supports music

education in public schools.



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