Filter Group snags Hard Rock hotel deal

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.

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