Rock and Rollin’ Across America
TO CELEBRATE the 50-year anniversary of rock ‘n’ roll, Hard Rock Café International has teamed with Pepsi to launch a tour headed to more than 15 cities this summer.
The celebration begins this month with the debut of a retail line of merchandise, including T-shirts, hats, and the Hard Rock guitar pin. In May, Hard Rock and Pepsi begin a 15-city mobile tour showcasing Hard Rock’s collection of music memorabilia.
“The tour vehicle, an 18-wheeled trailer, will be wrapped with both Hard Rock and Pepsi branding,” says Brian Siemienas, director of marketing for Hard Rock.
The vehicle will travel to New York, Chicago, Washington, DC, Memphis, Las Vegas and Pittsburgh and other markets through August. NY-based Fearless Entertainment handles the tour.
Hard Rock will feature a promotion where restaurant guests, along with industry veterans, music writers and artists, will set out to determine the top 50 moments in rock history. Ballots will be available throughout the tour and online at www.hardrock.com. Consumers will also be entered into a random drawing with a grand-prize of tickets and travel accommodations to a concert event.
On July 15 Hard Rock Cafés will pay tribute to the King, including a day-long performance of Elvis hits, the sale of commemorative merchandise and a featured blue-plate special of one of Elvis’ favorite meals, such as a fried peanut butter and banana sandwich. Music stations across the country will also be encouraged to participate in a Global Moment in Time, and simultaneously play That’s All Right, Elvis’s history-making first single released on July 5, 1954.
