"Our goal is to connect today's consumer to the music experience in a way that only the Hard Rock Park brand can," said Gabriel Miller, AFG's director of account services, in a release. "It's going be fun, a little irreverent, but totally revolutionary for this category. Many other theme parks represent an unattainable fantasy that is short lived. Hard Rock Park will be different. It's going to be an authentic, immerse and ever-lasting rock 'n' roll experience designed for the entire family."
With the help of the Beatles' Magical Mystery Tour bus, the Hard Rock Park campaign kicked off at the Hard Rock Café in New York on April 9. The three-month road show will hit 13 cities and the Hard Rock locations throughout the U.S. At each stop, swag will be free for the taking and people can enjoy a concert composed of local major label and unsigned acts, Mr. Miller said.
AFG has also launched hardrockpark.com, where people can get up-to-date information about the park's construction progress and special programs like a backstage tour of the park. People can sign up on the web site for a chance to take a tour of the park while it is still under construction. There will also be live video footage of the creation of Hard Rock Park throughout the year uploaded onto the site.
AFG is based in New York and works with businesses such as Sally Hansen Beauty, Wolverine Boots and Enterprise Rent-A Car.