Dive Brief:
- Hard Rock International launched its loyalty program Unity by Hard Rock at 200 locations globally this week — and it got some help from celebrities to do so in a multimillion-dollar, omnichannel marketing campaign.
- Unity by Hard Rock, which soft-launched at select Hard Rock properties in 2022, is now live at 200 locations. The program replaces the brand’s former loyalty programs, Hard Rock Rewards and Wild Card.
- Unity by Hard Rock members can access member-only rates on hotel stays, as well as earn and redeem points toward free nights, dining experiences, merch and more across the brand’s restaurants, casinos and stores. The program has also partnered with Celebrity Cruises and Royal Caribbean to offer reciprocal benefits.
Dive Insight:
Unity by Hard Rock operates in tiers: starting at Star, then moving to Legend, Icon and X, which is invite-only.
A member’s tier is determined by credits earned each calendar year for qualifying spend at Hard Rock properties. At Hard Rock Hotels, in particular, members’ hotel stays include discounts by tier at restaurants and a choice of exclusive amenities when arriving at check-in. At Hard Rock Hotels & Casinos, guests can access members-only rates, plus complimentary gifts with qualified play, depending on the membership tier.
Unity by Hard Rock members can also access benefits on Celebrity and Royal Caribbean cruises, whose passengers will also get perks at Hard Rock properties.
"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," Keith Sheldon, president of entertainment and brand management at Hard Rock International and Seminole Gaming, said in a statement.
Soccer star Lionel Messi and musicians Shakira, John Legend and Noah Kahan all appear in a campaign for the program that began Tuesday.
The campaign, “Come Together,” includes 60- and 30-second spots that will appear in select local markets, on streaming, search and online video and across digital channels.
The spots are backed by a cover of the classic Beatles song of the same name by Kahan, who also appears in the campaign alongside Shakira, Messi and Legend.
Nearly three in four travelers were enrolled in a travel loyalty program as of August of last year, according to the Barclays US Consumer Bank 2023 Travel Rewards and Loyalty Report.
Hyatt reimagined its loyalty program in December, updating its milestone rewards tiers based on direct feedback from members. And Marriott International’s loyalty partnership with MGM Resorts — which began taking bookings in March — is already exceeding both companies’ expectations, according to MGM CEO Bill Hornbuckle in a first-quarter earnings call.
