BANGKOK: Hard Rock Cafe International has appointed youth marketing
specialist The Filter Group to market its new hotel in Thailand.
The appointment comes at a time when Hard Rock is making a global push
to revitalise its brand image.
Filter, which handles other youth brands such as MTV Asia, Levi's and
Coca-Cola, teamed up with Bangkok design studio In-House for the
creative and strategic pitch. The client declined to disclose the number
of agencies that pitched for the hotel, which will open in Pattaya later
this year.
Ian Stewart, director of The Filter Group, said: "Hard Rock is a brand
that is quite youthful and needs to remain that way."
Globally, Hard Rock is working to recapture its association with the
music scene as it moves away from being too closely associated with just
the fast food and beverages category, according to a company
statement.
Filter will handle advertising as well as organise events to generate
publicity and word-of-mouth for the hotel. A website is also under
construction to help the hotel build an international presence.
The client has yet to appoint a media agency, according to Stewart.