NEW YORK: Dan Klores Communications has picked up an account to help boost the image of Hard Rock Hotels worldwide.
The agency won an RFP late last year and began work in January, according to DKC's EVP of hospitality and lifestyle, Diane Briskin. She said she did not know who else pitched for the account.
One of DKC's primary tasks will be to help establish an image for the company's hotel chain that is separate from and complementary to that of its better-known Hard Rock Cafes.
"They've never had an agency assigned specifically to the hotel division," Briskin said. "As the hotel division grows... it becomes more important to differentiate the hotel division from the cafes."
Orlando, FL-based Hard Rock, a private company, currently operates nearly a dozen hotels worldwide. The company is opening locations in Madrid, New York, and San Diego over the next year.
"[Hard Rock] has been working to separate the divisions more," Briskin said. "They really are very separate operations, and [hotels are] a burgeoning part of the business."
Six staffers in DKC's New York office will be dedicated to the account. The agency has worked on other upscale hospitality clients, including W Hotels.
Briskin declined to reveal the value of the account. Peter Zudyk, who heads brand marketing for Hard Rock Hotels, did not return calls before press time.