Filter Group snags Hard Rock hotel deal

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