ORLANDO, FL: Hard Rock Café International, whose chain of rock-'n'-roll eateries has weathered the collapse of theme-restaurant industry, has named Coyne PR its agency of record.
Hard Rock would not divulge the size of the account, but the budget is said to be comparable to previous reported price tags. As recently as 2000, when The MWW Group won the account, Hard Rock's PR work was a $1 million piece of business. The company parted ways with MWW about a year ago.
Coyne, a midsize New Jersey-based agency, will be charged with a wide variety of tasks, from crisis and reputation management, to supporting merchandising efforts, to promotions and events and corporate branding.
Details regarding the pitch were few. The agency's president and CEO, Tom Coyne, said his pitch focused on "reengaging consumers in the Hard Rock brand and renewing the Hard Rock audience."
Hard Rock senior director of marketing Steve Glum said one of Coyne's first tasks will be supporting the company's upcoming celebration of the 50th anniversary of rock 'n' roll.