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Jeremy Lee Katharina Schick Shannon Gillespie Kathleen Abadzhiev
Hard Rock Cafe. Los Angeles. is a wholly owned subsidiary of London-based The Rank Group Plc (NASDAQ: RANKY). Our objectives for the Hard Rock Café Honolulu: To support Hard Rock Café by achieving its goals To prepare market for grand opening at its new “Beachwalk” location Prospect’s marketing and advertising goals: Not to loose customers when moving into Beachwalk Gain even more customers at the new venture Sell more of the merchandise Hit its main competitor Planet Hollywood Make revenue Increase pedestrian traffic Prospect’s challenges in achieving their proposed goals: Tough economic times Biggest competitor is located next door of Hard Rock Café’s new venture Prospect’s target audience: Locals Tourists (primarily from the US and Europe) Age group: 21-55 . live concerts.com and Hard Rock Hotels and Casinos. England. one of the most globally recognized music. With over 130 venues in more 40 countries around the world. Inc. 1971. and on to such exotic and far-flung locales as Kuala Lumpur and Shanghai. Hard Rock has become a truly global phenomenon. England.Advertising Sales Final Portfolio Jeremy Lee. Known for collectible and fashion merchandise. Kathleen Abadzhiev. to New York. hardrock. From its launch in London. Paris and Tokyo. entertainment and dining brands has a music memorabilia collection valued at nearly $32 million. in London. ever-expanding clientele. Hard Rock Cafe International. Hard Rock Live performance venues. Katharina Schick and Shannon Gillespie Medium: Newspapers Client: Hard Rock Café Honolulu About Hard Rock Café: The first Hard Rock Cafe (HRC) opened its doors to the public on June 14. the Hard Rock Records music label. Hard Rock offers a special experience to its devoted.
Opposite to the Convention Center. which customers see first when entering the building. A broad selection including special dishes for children. Easily accessible by bus and car. Not available. Hard Rock Café is moving onto Beachwalk. New location in fall 2009. which is very close to where Planet Hollywood is located. Shop is clearly separated from the dining area and very attractive. but no kids dishes offered. Available. Surrounded by many shops and close to the beach. Attractive and informative. on a huge crossover. is not as attractive as the second floor. Resonable. More visible from the outside than Planet Hollywood. . Service The service is great at all points. Menu A similar menu. Within walking distance for tourists staying in hotels in Waikiki. The ground floor. Hard Rock Café In the outskirts of Waikiki. Web site Membership The local site could be more informative. Prices Merchandise Shop is a little bit invisible and not very attractive. The service is great in some areas. Similar to those of Planet Hollywood. Very attractive interior. but needs improvement in others. Easily accessible by bus and car. centrally located in Waikiki.Competitor Analysis: Planet Hollywood Location Kalakaua Avenue. Facility Not very visible from the outside.
158 /Median age range: 44. as well as outside Good food Music style fits Informational homepage Clothes are nice.3 .7 Kaneohe: 96744 – 130 / 39.8 Honolulu: 96821 – 194 / 48. prices are reasonable Proximity to parking Established company Top of mind awareness as a performance venue More foot traffic around new location Close proximity to Waikiki hotels New location.2 Kailua: 96734 – 147 / 35.7 Mililani: 96789 – 126 / 35. Planet Hollywood more visible Further Research: Honolulu top 5 spending potential indices Entertainment/Dine-in & Carry-out (2007): Honolulu: 96825 .SWOT Analysis: Strengths Good service Attractive facilities inside. new building Weaknesses Music is a bit too loud No menus for children No prices mentioned on the homepage No beverages mentioned on the homepage New location close to competitor (Planet Hollywood) Decline in customer base Lack of Asian language website in an Asian tourist market Opportunities New Location = new image Increase servers connection w/ customers Threats Planet Hollywood is kid friendly New HRC is off the main road.
September 2009 Newspapers: Reach locals looking for information on dining and entertainment. Studies have shown that more people actually buy from/visit places advertised in newspapers. specifically target certain areas of our demographic directly. New online editions of the paper attract a whole new demographic of younger men and women. while the print edition still targets an older demographic. that is the paper they would receive. and aren’t fleeting like radio or television. since the Advertiser is the only full-length paper still available on Oahu. Newspaper advertisements are less expensive than television advertisements. Insert: In the shape of a guitar. This will grab readers’ attention and set the Hard Rock Café apart from other ads in the paper. This will also give the audience something feasible to pick-up. touch and read. Coupons: Only a particular type of price-sensitive consumer will take the time to save the coupons – but especially during this economic crisis there are more price-sensitive consumers and therefore coupons can be a viable remedy. but still have a large reach. Newspapers also linger places. Package: This will include advertisements in both print and online. Newspapers also are often placed outside hotel rooms each morning. so it is a good investment since they are longer lasting. Specific areas of the newspapers we will use. Ad in online newspaper: Online because: Internet is #1 source of info for tourists looking for entertainment and dining locations . Added value: Internet ads will reach spill-over tourist market because tourists look on the internet for trip planning. Newspaper advertisements call people to take action.Our solution for prospect’s challenges and its advantages: Campaign period: June 2009.
982.HonoluluAdvertiser. Stories and advertisements will be most visible during closing of Kapiolani Hard Rock and Grand opening of the Beachwalk Hard Rock to make sure people know about the big events. online. feature stories and pictures.6162. .com • Average Visits per Month 2.584 Benefits of our solutions: Cost-effective (See Chart on the following page) How will our solutions make the client’s business more profitable? Value-added will increase value of package without increasing its cost.511. Advertising package will spread Hard Rock’s message through different tactics: print. inserts.
Terms and Conditions for the proposal: Dangle the bait. but only for a limited time o Added value–strategy includes: Online advertisements Feature article about grand opening Blurbs in Metromix Photographer from Metromix opening night Feature on closing of Hard Rock (PR elements) . The advertisements will be placed in a newspaper both print and online to catch the eyes of every member of our target market. Offer added value.
The original Hard Rock Cafe Honolulu opened on Kapiolani Boulevard in July 1987 and became a fixture in town. Hard Rock Cafe Honolulu is surfing its way to Waikiki! Hard Rock International announced today that its Honolulu cafe is relocating to the heart of Waikiki. Additional "in-city" moves have included San Francisco. Most recently. both angled to take advantage of the views of the expansive lanai dining area. The current Honolulu cafe will remain open for business through June 2009 as the new cafe readies for its exciting opening. with more than 11.. while traveling to the dining room. and also become interactive. 2009 – After more than two decades on Kapiolani Boulevard. "We have enjoyed great success in Honolulu for almost two decades and look forward to the move to downtown Waikiki. In addition to a state-of-the-art facility. The Rock Shop will be a dynamic space accentuated by a grand stair leading up to the main dining hall. AZ and Orlando." said Hamish Dodds. The vertical space will include a "feature wall" and "a wave of memorabilia" above." Scheduled to open in September 2009.625-square foot lanai and a Rock Shop featuring Hard Rock’s iconic merchandise. Fla. that will capture the attention of guests. On the second level. in July 2007. the dining area will be articulated with tall. the cafe will also feature rock ‘n’ roll memorabilia from Hard Rock’s unmatched collection. the main dining area will boast a rockin’ bar on one side and a live stage on the other. Further animating the space. Fla.Example of a Press Release FOR IMMEDIATE RELEASE: 5/30/09 HARD ROCK INTERNATIONAL ROCKS ITS WAY ACROSS HONOLULU Hard Rock to Anchor New 280 Beach Walk Space in the Heart of Waikiki Orlando. Phoenix. preceded by its New York cafe in 2005. president and CEO Hard Rock Cafe International. LLC at 280 Beach Walk. which relocated from 57th Street to the heart of Times Square. a 1. Hard Rock moved its Boston cafe from Copley Square to the historic Faneuil Hall area. lofty architecture that includes exposed trusses. hosting millions of guests. CA.000-square feet of space. "At this new location we will benefit from the enhanced pedestrian traffic and we are looking to rock Waikiki with great live music and our world class dining experience. including the one-of-a-kind "Badass Surf Wall" from the Kapiolani location will be showcased in the new cafe. including a 300-seat restaurant. bar and live stage areas with an exterior wall that folds away to create one phenomenal space. The lanai will be visually and physically connected to the main dining. along with a new selection of rock ‘n’ roll-inspired items . May 30. and will anchor a new development by First Round Pacific. the new Hard Rock Cafe Honolulu will be one of the city’s largest dining and entertainment destinations. Hard Rock International has enjoyed recent success with cafe relocations to better reach its target consumers. as well as thousands of concerts and special events. The new Honolulu cafe’s Rock Shop will offer favorite collectible Hard Rock Cafe Honolulu merchandise.
in its exclusive ground floor retail location. Inc. Hard Rock International. Additional hotel and casino projects have been announced in Palm Springs and Macau. Fla. Fans will also be able to acquire Hard Rock’s signature collectible pins. Beginning with an Eric Clapton guitar. In addition to the two flagship Seminole Hard Rock Hotels and Casinos in Tampa and Hollywood. offers an exclusive quality that enhances each item’s appeal. which is displayed at its locations around the globe. with San Diego scheduled to open later in. visit www. This city-specific merchandise. Hard Rock owns the world’s greatest collection of music memorabilia. Inc.HardRock. . Hard Rock Live performance venues and an award-winning website. Biloxi. scheduled to open in 2009. About Hard Rock International With 123 high-energy Hard Rock Cafes and eight Hotels/Casinos in 46 countries. including the new. which can only be purchased at this location.com. is owned by Seminole Hard Rock Entertainment. Chicago. Pattaya and Bali. 2007. Orlando. Hard Rock is also known for its collectible fashion and music-related merchandise. which reflect the spirit of the island and the authenticity of Hard Rock’s merchandise. limited-edition Honolulu pins.. Hard Rock Hotels/Casinos are located in Las Vegas. For more information on Hard Rock. Hard Rock International is one of the world’s most globally recognized brands.
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