In celebration of Hard Rock’s 50th anniversary, properties across the globe commemorated this milestone achievement with various events including the launch of the LIVE GREATNESS campaign on June 14, coming just days after the brand announced its five-year partnership with international soccer sensation Lionel Messi.
On the anniversary day, Jim Allen, Chairman of Hard Rock International, addressed a crowd of guests and brand team members at the Hard Rock Cafe in Times Square to honor the brand’s growth and usher in the upcoming opening of the new Hard Rock Hotel New York. Hard Rock’s new Messi merchandise and commercial were also debuted at the event.
On June 14, participating Hard Rock Cafes, including those located in London, Barcelona, Miami, Vegas, Piccadilly, Tokyo, Dubai, Ribeirão Preto and Puerto Madero, offered Country Burgers for only $0.71 during the first hour of business in honor of the year Hard Rock was founded. Delicious desserts were also provided, while presenting guests with exciting activities including balloon displays, photo booths, merchandise showcasing, specialty cocktails and performances. Hard Rock Cafe also celebrated its anniversary by purchasing the building that houses the original Hard Rock Cafe London, ensuring the preservation of the historic location where the brand started.
Numerous Hard Rock Hotel properties joined in to commemorate the anniversary by delivering treats to band members, hosting Live Virtual Trivia with prizes, organizing a cleanup of the area around the hotel to ensure it remains safe and healthy, putting on a special display of new merchandise and providing live music.
All merchandise from the collaboration between Hard Rock and Lionel Messi is available in stores and online.