Hard Rock International’s promotion of new global loyalty program features array of celebrities
Lionel Messi, Noah Kahan, John Legend and Shakira star in a Hard Rock International global campaign promoting the new Unity by Hard Rock loyalty program that rewards Hard Rock members across a global portfolio of more than 200 locations including hotels, cafes and Rock Shops.
World-renown celebrities - global soccer and cultural icon Lionel Messi; GRAMMY®-nominated, multi-platinum-selling singer/songwriter Noah Kahan; EGOT-winning critically acclaimed, multi-platinum artist and producer John Legend; and GRAMMY® Award-winning global superstar Shakira - appear together for a reimagining of The Beatles' 1969 classic "Come Together" as part of the launch for Hard Rock International's new Unity by Hard Rock rewards program. The song, which was rerecorded by Kahan exclusively for the launch, plays in the background while all four international superstars roam the grounds of Hard Rock Hotels all around the world from the Gulf of Mexico to New York City.
In June 2021, Lionel Messi (pictured above) became the first athlete to become a brand ambassador for Hard Rock International, the restaurant, entertainment and hospitality brand.
The five-year deal with the Argentinian soccer star – who topped SportsPro’s 2020 list of the world’s most marketable athletes – became part of a new campaign launched by Hard Rock to commemorate its 50th anniversary. Hard Rock now has Messi-inspired merchandise featuring symbols associated with his prolific career, including the lion, the number ten from his Barcelona shirt and the forward’s own logo.
Keith Sheldon, who serves as President of Entertainment and Brand Management for Seminole Gaming and Hard Rock International, explains how the collaboration came together noting "It's all a little bit of a play on words, right? It's unity by Hard Rock, and it's about bringing together all the different facets of our business. So we thought, what better way to articulate that through a track called 'Come Together.' We took these four individuals and we allowed them to help tell the story of this omnichannel marketing campaign to the soundtrack ‘Come Together’ and really tried to showcase all of the different assets and amenities that Hard Rock is able to offer through across cafe, casino, hotel and all these beautiful locations.
Hard Rock's omnichannel marketing campaign begins today.
To highlight the company's connection to incredible entertainment and travel, Hard Rock is also giving Unity members even more ways to get once-in-a-lifetime travel and entertainment experiences through Come Together Experiences, an international sweepstakes series that will offer impressive opportunities throughout the year. The first two of multiple sweepstakes are currently open for entries, including:
•Unity by Hard Rock members can enter to win a trip for two to New York City in July to attend one of Noah Kahan's first-ever headlining shows at Madison Square Garden including a three-night stay at Hard Rock Hotel New York. The package includes stunning suite accommodations, a spending allowance for culinary experiences at the hotel, as well as a $200 Rock Shop gift card. Entries close 31st May, 2024.
•Members can also enter to win a once-in-a-lifetime, all-inclusive vacation to the award-winning Hard Rock Hotel Maldives that features breathtaking rooms and villas on the water, watersports and diving excursions, a Rock Spa®, and 14 dine around options. One lucky winner and a guest will receive air travel and transportation for their 7-day, 6-night stay for an unforgettable tropical getaway. Entries close 31st August, 2024.
For more information go to https://unity.hardrock.com/come-together
Images. Credit: Hard Rock International
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