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Hard Rock Rock Shops

As agency of record for Hard Rock International overall, Coyne PR helps to promote Hard Rock’s Rock Shops, complete with music-inspired apparel and charity-driven fashion collaborations with some of the biggest names in entertainment. Coyne PR works to raise awareness for Hard Rock philanthropic endeavors and supporting merchandise by leveraging artist partnerships, maximizing their time and engagement with media and influencers.

HardRockRockShops-MelissaEtheridge — Celebrating a decade dedicated to supporting breast cancer research and awareness, Hard Rock International challenged Coyne PR with finding a way to make noise for the brand’s PINKTOBER™ program, which included a series of live music & fundraising events at Hard Rock establishments around the globe and limited-edition merchandise designed to raise awareness & funds for the cause. The answer – a global launch unlike any other. Featuring “artist ambassador” Melissa Etheridge (breast cancer survivor, Oscar® and two-time GRAMMY® winner and multiplatinum recording artist), the launch incorporated a three-day series of interviews and performance-based events that literally took flight! Designed to empower women and survivors, the launch included a concert at Hard Rock Cafe New York, after which Melissa Etheridge boarded a pink plane and performed an acoustic rendition of her hit single “I Run for Life” for breast cancer survivors, fans and media. They traveled to Washington, D.C. to participate in a breast cancer awareness symposium at Hard Rock Cafe Washington, D.C. where Melissa showcased how consumers could contribute, through the purchase of t-shirts, scarves and pins, with proceeds donated directly to breast cancer research-based charities.

HardRockRockShops-Shakira — These Signature Series t-shirts are designed by buzzworthy superstars, with proceeds benefiting their personal charities. Launched in Washington D.C., Shakira signed a piece of memorabilia she donated to Hard Rock during the event to announce her t-shirt and bracelet for cause.

HardrockRockShops-Rihanna — For each new Signature Series t-shirt launch, Coyne PR coordinates unique media opportunities for each step of the campaign, including a large-scale launch event, a product component and a series of live performances at local Hard Rock Cafes across the globe. Coyne PR worked closely with talent, charity partners and Hard Rock executives to leverage their individual areas of expertise and find distinctive media niches for each. Rihanna’s Signature Series launch was one of the most popular to date, with an action packed press conference at Hard Rock Paris, where traffic was literally at a standstill outside with thousands of media and screaming fans awaiting.

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