The brand is celebrating how its guest offerings have “Come Together” under the same loyalty program with a global star-studded campaign featuring soccer icon Lionel Messi; singer/songwriter Noah Kahan; multi-platinum artist and producer John Legend; and superstar Shakira.
They star in Hard Rock’s omnichannel marketing campaign that began Tuesday and features The Beatles’ classic song “Come Together,” recorded exclusively by Kahan for the project.
The Unity by Hard Rock loyalty program offers benefits and services at participating Hard Rock locations, where members can earn and redeem Unity Points toward free nights, dining, merch, and more. Members gain exclusive access to offers, promotions and rewards, as well as exclusive discounts to participating Hard Rock properties.
“With hospitality offerings that encompass hotels, casinos, Cafes, retail outlets and more, Hard Rock is uniquely positioned to launch this one-of-a-kind loyalty program that rewards our guests’ passions for entertainment, travel, gaming and food,” said Keith Sheldon, President of Entertainment & Brand Management at Hard Rock International and Seminole Gaming.
“The launch of Unity by Hard Rock across 200 locations worldwide also provides the perfect opportunity to reintroduce the world to all of Hard Rock’s amazing hospitality offerings through the lens of some of our most iconic artist and athlete friends, and with a modern take on a Beatles’ classic serving as our soundtrack.”
The campaign is a 60-second spot where the celebrities journey through multiple Hard Rock locations around the world, with a new vista through every open door. Over the soundtrack of his recording of “Come Together,” Noah Kahan strolls through Hard Rock Hotel Riviera Maya in Mexico, as John Legend dresses in the Hard Rock Hotel New York Rock Star Suite then cruises through the lobby and rooftop overlooking Manhattan.
Musician Noah Kahan
At the Seminole Hard Rock Hotel & Casino Hollywood in South Florida, Shakira arrives and walks the flagship property ending at a aGuitar Hotel Pool party, while brand ambassador Lionel Messi greets team members and guests at the Hard Rock Cafe where his namesake items grace the menu.
“I’m so honored to be part of this Hard Rock effort and to have the opportunity to record my take on one of the greatest songs ever; I can’t wait for fans to hear it in the campaign,” said Noah Kahan, who has performed at Hard Rock Hotel New York. “Filming at their beautiful Riviera Maya resort’s beach was drop-dead gorgeous and a total blast, and everyone on site made our time so enjoyable.”
“Whether I’m celebrating an album release party in Hollywood, Florida, enjoying a day off, or performing at a Hard Rock venue, I can always count on Hard Rock to create and host a memorable night,” said Shakira. “I hope the new campaign inspires fans to explore new places, foods and sounds around the world.”
“I love being a part of the Hard Rock family and have enjoyed bringing my namesake items to their Cafes and seeing shows with my family, so I was excited to be in this terrific ‘Come Together’ campaign,” said Leo Messi. “Now, my fans can earn and redeem Unity by Hard Rock points anytime they dine, stay or play at participating Hard Rock locations, whether it’s at my home turf in South Florida or other locations around the world.”
Soccer star Lionel Messi
Hard Rock’s campaign includes 60- and 30-second spots that will appear in select local markets, on streaming, search, OLV, social and display digital channels and across Hard Rock locations globally.
Unity by Hard Rock benefits include special member-only rates and exclusive benefits for hotel bookings; premiere restaurant seating and complimentary access to events at Hard Rock Cafes; Unity Points with virtual goods purchases across online casino; Unity Points for qualifying purchases at Rock Shops; and more.
Unity by Hard Rock has four member tiers: Star (0-3,999 Tier Credits), Legend (4,000-14,999 Tier Credits), Icon (15,000+ Tier Credits) and X (invite only). Legend and X tiers include exclusive access to entertainment, events and experiences. Tiers are determined by credits members earn each calendar year for qualifying spends.
Members can rack up Unity Points on qualifying spends every time they game, purchase food, buy merchandise, or stay the night at participating hotels and resorts. These can be redeemed to wine, dine, stay, play, merch, and get free play rewards at Hard Rock.