"We'll utilize a range of different PR strategies from traditional to some of the nontraditional, including social networking," said Sean Dee, VP and CMO of Hard Rock International, which has accounts on Twitter, MySpace, and Facebook for its various brands and hotels. "We have deep relationships in the music industry and direct with artists, so we'll take advantage of their fan clubs and sites, and their presence in the digital media as well, to spread awareness of the program."
Working with DKC, the AOR for Hard Rock Hotels and Casinos, the company is also reaching out to music and entertainment publications, such as Rolling Stone and Spin. Coyne PR handles PR for the overarching Hard Rock International brand.
The message of "Sound of Your Stay" is all about connecting people through music, and the goal is to build awareness for the lesser-known Hard Rock Hotel properties, Dee said, such as the location in Biloxi, MS.
"I'd say it's our most significant hotel music program we've launched in years," Dee said, though he declined to give the PR budget for the program. "This program is just part of an ongoing commitment to the music industry, to artists, and ultimately to bring fans something new and refreshing from the Hard Rock brand on an ongoing basis."