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.