The challenge

Launch Hard Rock Hotels’ in-room yoga programme Rock Om, while aligning with the brand’s aspirational, immersive lifestyle positioning.

The campaign

Aligned Hard Rock with wellness and style-conscious audiences by leveraging key influencers with the desired target demographic and high online engagement.

Appointed ambassadors for Rock Om including: Millie Mackintosh, Julie Montagu, Cat Meffan, Chessie King, Steph Eastwood and Maeve Madden.

Invited influencers on a Rock Om trip to Hard Rock Tenerife, accompanied by a professional film crew.

Arranged highly personalised and sharable experiences at the hotel and off-site, including personalised vinyls, yoga under the stars, beach and sunset yoga, and whale watching, with the influencers sharing their experiences throughout.

Created a 120s film and 50 retouched images for Hard Rock Hotels to use via their in-room TVs, website and social channels.

The results

 
 

41%

Increase in website
traffic during the campaign

7%

Increase in
Hard Rock Hotels
followers

$800K

Campaign media value

25.3m

Impressions