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
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
’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
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.