PARSIPPANY, NJ: Hard Rock International has named Coyne PR its global AOR and will have the agency focus in particular on its portfolio of restaurants.
Coyne, which has worked with Hard Rock for the past two years, won the assignment after a competitive pitch involving at least four other firms.
The agency will handle the opening of new cafes worldwide and will counsel the company on crisis communications.
Hard Rock did not previously have a firm serve as an AOR.
"The scope of the work will now take on a more global feel," said John Gogarty, VP at Coyne.
He added that the agency would also serve as "the overall gatekeeper of the brand," which also includes restaurants, hotels, and casinos.
Coyne, for instance, will collaborate with the agencies working with individual Hard Rock hotels to ensure consistent messaging, Gogarty noted.
Hard Rock Cafe this year is celebrating its 35th anniversary and is planning global events that will involve its 140 locations.
Gogarty declined to discuss the details of the campaign, but said the celebration would be a "huge PR opportunity."
Coyne last year worked with Hard Rock to promote the opening of a location in Times Square, with events that included the "world's largest guitar smash."
Terms were not disclosed.