HARD ROCK 'MEMORABILIA' CAMPAIGN by Ogilvy & Mather Kuala Lumpur for Hard Rock

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HARD ROCK 'MEMORABILIA' CAMPAIGN

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Industry Hotels & Resorts
Media Promo & PR
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Executive Creative Director Daniel Comar, Guillermo Caro, Gavin Earle Simpson
Art Director Oon-Hoong Yeoh
Copywriter Andrew Low
Photographer Loh Lin Shan - Untold Images
Released August 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: PALMCO HOTELS
Product/Service: HARD ROCK HOTEL PENANG
Agency: OGILVY & MATHER MALAYSIA
Date of First Appearance: Aug 19 2009 12:00AM
Entrant Company: OGILVY & MATHER MALAYSIA, Kuala Lumpur, MALAYSIA
Chief Creative Officer: Gavin simpson (Ogilvy Malaysia)
Executive Creative Director: Daniel Comar / Gavin Simpson (Ogilvy Malaysia)
Copywriter: Andrew Low (Ogilvy Malaysia)
Art Director: Yeoh Oon Hoong (Ogilvy Malaysia)
Photographer: Loh Lin Shan (Untold Images)
Media placement: Ambient - Cafe - 19/08/2009

Describe the objective of the promotion.
To generate point-of-sale enquiries and bookings for the launch of the Hard Rock Hotel.

Describe how the promotion developed from concept to implementation
With its steady stream of loyal customers, the Hard Rock Cafe was the perfect place to launch the Hard Rock Hotel Penang on a small budget. Rather than the usual autographed guitar, we replaced Hard Rock Cafe’s memorabilia with authentic-looking pieces of our own. These ambient items featured never-before-seen ‘artefacts’ from the infamous stays of rockers at other notable hotels. And the unpleasant welcome they received. Every piece was faithfully produced to look like an original Hard Rock memorabilia. Together with this, we included a call-to-action for reservations.

Describe the success of the promotion with both client and consumer including some quantifiable results
Our memorabilia contributed to the overall campaign’s success with The Hard Rock Hotel Penang consistently recording an average occupancy rate of 95% after launch. This is especially important when occupancy rates for neighbouring hotels during that season usually averaged 65%.

Explain why the method of promotion was most relevant to the product or service
Considering our audience of rock and roll fans, we needed to promote our new hotel in a manner that would capture their attention. An ad-like poster wouldn’t have provided the cut-through we wanted. Locals and tourists have always taken a keen interest in the rock memorabilia at the Cafe and the stories behind them. With this in mind, we produced our own memorabilia to promote the hotel. And by doing so, we highlighted what The Hard Rock Hotel is all about - The place where rockers will always feel welcome.