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Hotel Development Insider

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Hard Rock International hotels Global Loyalty Program Sets New Standards for Hospitality Rewards

Wednesday, May 8, 2024

Hard Rock International hotels has unveiled the global launch of Unity by Hard Rock™, an exclusive loyalty program designed to reward members for indulging in their passions across Hard Rock’s expansive portfolio of over 200 locations worldwide, including hotels, casinos, cafes, and Rock Shops. The renowned hospitality, entertainment, and lifestyle brand is marking the convergence of its diverse guest experiences under this loyalty program, aptly titled “Come Together,” with the support of renowned personalities: global soccer and cultural icon Lionel Messi; GRAMMY®-nominated singer/songwriter Noah Kahan; EGOT-winning artist and producer John Legend; and GRAMMY® Award-winning superstar Shakira. These luminaries headline Hard Rock’s comprehensive marketing campaign, which debuts today and showcases a special rendition of The Beatles’ classic track, “Come Together,” performed exclusively by Kahan for this initiative.

The Unity program from Hard Rock is a complimentary global loyalty program that comes with a variety of perks and services at participating Hard Rock locations. Members can earn and redeem Unity Points for things like free nights, dining experiences, merchandise, and more. They also get access to exclusive offers, promotions, and discounts at Hard Rock properties. Whether you’re unwinding at the Hard Rock Hotel Marbella, trying your luck at Seminole Hard Rock Hotel & Casino Tampa, enjoying a Messi Burger at the original Hard Rock Cafe in London, or shopping for exclusive gear online or in-store at a Rock Shop, members accumulate Unity Points that can be used for eligible purchases at participating Hard Rock venues.

“With hospitality offerings that encompass hotels, casinos, Cafes, retail outlets and more, Hard Rock is uniquely positioned to launch this one-of-a-kind loyalty program that rewards our guests’ passions for entertainment, travel, gaming and food,” said Keith Sheldon, President of Entertainment & Brand Management at Hard Rock International and Seminole Gaming. “The launch of Unity by Hard Rock across 200 locations worldwide also provides the perfect opportunity to reintroduce the world to all of Hard Rock’s amazing hospitality offerings through the lens of some of our most iconic artist and athlete friends, and with a modern take on a Beatles’ classic serving as our soundtrack.”

Introducing the “Come Together” Campaign by Hard Rock

Hard Rock unveils its new “Come Together” campaign, celebrating its unmatched global experience for music, entertainment, travel, and gaming enthusiasts. This multi-million-dollar initiative kicks off today and is designed to appeal to Unity members and guests alike.

Central to the campaign is a captivating 60-second commercial featuring celebrities exploring various Hard Rock locations worldwide, each door opening to a new and exciting vista. Experience the journey firsthand and access exclusive behind-the-scenes content on the campaign microsite:

Accompanied by an exclusive recording of “Come Together,” Noah Kahan strolls through the luxurious Hard Rock Hotel Riviera Maya in Mexico, while John Legend immerses himself in the Rock Star Suite at Hard Rock Hotel New York before taking in the breathtaking views of Manhattan from the lobby and rooftop. Meanwhile, at the Seminole Hard Rock Hotel & Casino Hollywood in South Florida, Shakira makes a grand entrance, culminating in a vibrant Guitar Hotel Pool party. Brand ambassador Lionel Messi adds to the excitement by interacting with team members and guests, including a young fan proudly sporting his jersey, at the Hard Rock Cafe where his signature items are featured on the menu.

“I’m so honored to be part of this Hard Rock effort and to have the opportunity to record my take on one of the greatest songs ever; I can’t wait for fans to hear it in the campaign,” said Noah Kahan, who has performed at Hard Rock Hotel New York. “Filming at their beautiful Riviera Maya resort’s beach was drop dead gorgeous and a total blast, and everyone on site made our time so enjoyable.”

“Whether I’m celebrating an album release party in Hollywood, Florida, enjoying a day off, or performing at a Hard Rock venue, I can always count on Hard Rock to create and host a memorable night,” said Shakira. “I hope the new campaign inspires fans to explore new places, foods and sounds around the world.”

“I love being a part of the Hard Rock family and have enjoyed bringing my namesake items to their Cafes and seeing shows with my family, so I was excited to be in this terrific ‘Come Together’ campaign,” said Leo Messi. “Now, my fans can earn and redeem Unity by Hard Rock points anytime they dine, stay or play at participating Hard Rock locations, whether it’s at my home turf in South Florida or other locations around the world.”

Hard Rock’s campaign comprises 60- and 30-second advertisements set to appear in specific local markets, on streaming platforms, search engines, online video platforms (OLV), social media, and digital display channels. These ads will span across Hard Rock locations worldwide.

Unity by Hard Rock Overview

Benefits: Unity by Hard Rock offers a range of advantages across the Hard Rock portfolio:

  • At Hard Rock Hotels, including city and resort properties, members enjoy exclusive year-round rates and benefits. When booking through official channels, guests receive discounts on select restaurants and merchandise based on membership tier, along with exclusive amenities at check-in. To launch the Come Together campaign, Unity members gain early access to the “Summer Together” offer presale, featuring discounts of up to 30% on hotel stays of 2 nights or more, plus complimentary breakfast for two, available for booking between May 15 and May 31, 2024. The Summer Together offer continues with a main sale from May 31 to August 31, 2024.

  • At Hard Rock Cafes, members receive a complimentary dessert on their birthdays annually. Icon and X members enjoy priority seating at restaurants, while X tier members get free access to live music events at select locations.

  • At Hard Rock Casinos and Hard Rock Hotels & Casinos, loyal guests receive exclusive member rates when booking through official channels, along with complimentary gifts based on play and other benefits tied to membership tiers.

  • On Hard Rock Games, Unity members earn Tier Credits and Unity Points with purchases of virtual goods in games like Hard Rock Blackjack & Casino and Hard Rock Jackpot The casino, in conjunction with the Hard Rock Adventure app. Hard Rock Jackpot Casino offers a daily coins bonus multiplier and free high-limit room access for Icon and X tiers.

  • At Rock Shops, members earn Unity Points and Tier Credits on qualifying purchases of clothing, decor, instruments, and other merchandise from music and partner collections in stores and online.

Additionally, Hard Rock and Seminole Gaming have partnered with Royal Caribbean International and Celebrity Cruises to offer reciprocal benefits to travelers through Unity by Hard Rock, Royal Caribbean’s Club Royale, Members of Celebrity Cruises’ Blue Chip Club are eligible for exclusive benefits when they engage in activities such as playing, staying, dining, or shopping at select venues or when they embark on voyages aboard Royal Caribbean and Celebrity ships.

Tiers: Unity by Hard Rock has four membership tiers: Star (0-3,999 Tier Credits), Legend (4,000-14,999 Tier Credits), Icon (15,000+ Tier Credits), and X (invite only). Legend and X tiers offer exclusive access to entertainment, events, and experiences. Tiers are determined by Tier Credits earned annually through qualifying spends at participating establishments.

Earn: Members accumulate Unity Points on qualifying spends such as gaming, dining, merchandise purchases, and hotel stays at participating locations. The earning rate includes 3 Unity Points per qualifying $1 spent at participating cafes, non-casino hotels, and Rock Shops; 1 Unity Point per qualifying $1 spent on other non-gaming spend in participating casinos, along with additional Unity Points on gaming spend (rates vary).

Redeem: Unity Points (100 convert to $1 USD) can be used like regular dollars for qualifying purchases at participating Hard Rock restaurants, bars, hotels, lounges, and retail stores.

Join: Membership with Unity by Hard Rock is free and easy to sign up for at any participating location, through the website, or via the upgraded Unity by Hard Rock mobile app, offering real-time access to account information, personalized offers, and member-only rewards.

Enter the Come Together Experiences Sweepstakes

To showcase Hard Rock’s connection to entertainment and travel, Unity members can participate in the Come Together Experiences sweepstakes, offering unique travel and entertainment opportunities throughout the year. Details and entry information are available at Currently, two sweepstakes are open for entries:

  1. Win a trip for two to New York City in July to attend Noah Kahan’s headline show at Madison Square Garden, including a three-night stay at Hard Rock Hotel New York, culinary allowances, and a Rock Shop gift card. Entries close on May 31, 2024.

  2. Win an all-inclusive vacation to Hard Rock Hotel Maldives with air travel, accommodation, watersports, dining, and spa experiences included for a 7-day, 6-night stay. Entries close on August 31, 2024.

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