The Problem: The Hard Rock Hotel found itself in a strange place with Vegas night life focusing less on rock & roll and more on dance music, French circus acts and empty glamor. How do you position one of the biggest rock brands in that landscape?
The Solution: Bring some grit back to the Strip. Created a pitch inviting people to come live out their rock & roll fantasies just off the Las Vegas Strip.
End Uses: Print ads, outdoor advertising, back of house posters, on-premises signage, merchandising and a viral campaign using chauffeurs at Harry Reid airport to drive home the new focus on rock.
