January 28, 2009-Hard Rock International(R) partnered with rock icon Jon Bon Jovi has released a limited edition t-shirt for its Hard Rock Signature Series: Edition XXVI. All shirts will benefit the Philadelphia Soul Charitable Foundation.
Hard Rock International(R) along with Jon Bon Jovi are using strategic planning concept.
Both parties used this concept well. Hard Rock International(R) picked a rock icon with a very positive image and made it more positive. Jon Bon Jovi does not have the image that many rock performers have. He is known to have music that is loved and appreciated by both young and old alike. He is known for being cleanly dressed, respected by parents, and adored by many.
This is a great PR move for both parties involved. Jon Bon Jovi gets to reinforce his image as the "good boy" rocker and Hard Rock International(R) can be known as an organization that not only has restaurants and great food and great clothing, but as an organization who cares about others and is willing to better the lives of others.
The rock world is known to be "dirty", full of drug addicts, tattoos, loud noises, crazy hair, outrageous accessories, and much more. It is a type of music that is traditionally known as music for the rebellious children as it is not typically liked by the older generations and parents. Hard Rock International(R), in order to increase its sales, is strategically creating an image of the clean, well mannered, stylish, talented rocker. By using various t-shirt sales to help various charitable organizations and using rockers such as Jon Bon Jovi, they are in a sense cleaning up their image. They are letting parents know that rock will not destroy their perfect child. They are making rock for everyone, not just the rebellious.
Jon Bon Jovi is benefiting from this as well. By keeping his name out their in the positive lime light. I do not believe in the phrase that bad PR can be good PR. One negative brought out in a star can completely tarnish that person's record and reputation.
This is great PR, but there is one thing that needs to be done. This is a great campaign and all, but Hard Rock International(R) needs to put it out there more and do more advertising. Other than the Internet and at Hard Rock(R) locations, I do not hear of this campaign. This would be a great topic to do a sort of public service announcement in which Jon Bon Jovi could tell of the good that would come from individuals purchasing the t-shirts that Hardrock(R) offers with their Signature Series. Plus this would also give the charitable organization great exposure.
Subscribe to:
Post Comments (Atom)
Hard Rock International picked a good clean cut rock star to repersent them, which is a good PR move because you don't want somebody like Courtney Love indorsing your product. It is also good for the other parties image as well. When it comes to representation Both parties teamed up well and for a good cause.
ReplyDelete