W to launch London’s Hard Rock Hotel

Hotel operator glh Hotels has appointed W as lead global agency for the launch of the new Hard Rock Hotel in London following a competitive pitch.

The agency’s creative launch programme will encompass international consumer and lifestyle media relations, trade engagement, talent and influencer activity, digital content and social media. It will run from late 2017 to beyond the hotel’s opening in spring 2019.

The brief will bring together W’s Brand, Enterprise, Digital and Entertainment divisions as it looks to position the hotel as a must-visit destination for international visitors and a focus for London’s music and entertainment industries.

Warren Johnson, Founder and CEO of W, said: “The arrival of the Hard Rock Hotel is a big moment for London and a milestone for W. We’ve earned a formidable reputation in the hospitality sector in the UK, mainland Europe and Asia, so I’m delighted that glh has placed its faith in us for this opening.

“The launch campaign is an opportunity to really showcase what W can do – not just in the UK, but on the international stage.”

Neil Gallagher, CEO of glh Hotels, added: “Not only were we impressed by W’s track record and credentials, the strength of the agency team and their grasp of our commercial objectives made them a natural choice for the opening of Hard Rock Hotel London. I am hugely looking forward to seeing the campaign unfold.”