Maja Pawinska Sims 31 May 2019 // 6:35AM GMT
LONDON — Hard Rock Cafe UK has appointed Kallaway to handle the launch of its flagship London outlet and provide ongoing PR support, after a six-way competitive pitch.
As well as launching the new Hard Rock Cafe Piccadilly Circus, the agency’s brief is to drive awareness and footfall for the original Old Park Lane cafe, which was opened in 1971, via press, digital and social, influencers, and live music events, including the Hard Rock Cafe stage at the Isle of Wight Festival this summer.
Hard Rock International has grown from its London roots to become a globally-recognised brand, with 185 cafes, 27 hotels and 11 casinos worldwide. It also owns the world’s most valuable collection of music memorabilia: the new 6,000 sq ft Hard Rock Cafe Piccadilly Circus will showcase memorabilia featuring Freddie Mercury, David Bowie, George Michael, Ed Sheeran and Amy Winehouse.
Sarah Handy, senior sales and marketing manager at Hard Rock Cafe London, said: “Hard Rock Cafe Piccadilly Circus is an exciting new evolution for the brand. Its opening also enables us to maximise the historic significance of our iconic Old Park Lane cafe by developing a distinct brand experience at both sites.
"Kallaway understood how to best connect our rock and London heritage with bold and fresh ideas for the future as well as a clear business growth strategy for engaging Londoners and tourists alike. They also have an impressive track record of high-profile launches. We look forward to working with them.”
Kallaway managing director William Kallaway said: “The Hard Rock Cafe brand has an astonishingly rich heritage and we are delighted to be helping it realise its ambitions.”