Our Work

Hard Rock Hotel & Casino

Keeping Hard Rock Hotel & Casino's Winning Edge

In the fast-paced world of Las Vegas, keeping the Hard Rock Hotel & Casino on top requires Allison & Partners to maintain the brand's trend-setting and innovative edge. As the agency of record for the property, Allison & Partners keeps the Hard Rock's clubs and restaurants at the top of their game.

To launch Hard Rock's new nightclub Wasted Space into the crowded Vegas club scene, Allison & Partners knew we needed to make the venue stand out from the competition. We positioned Wasted Space as the 'Anti-Club' rock lounge, a place where suits co-exist with leather, Cristal with beer, and rock n' roll culture melds with fashion, art and design. Our team organized grand opening red-carpet event for national media, A-list celebrities and rockers to experience the venue and party like rock stars. The result was more than 300 million impressions in trend-setting outlets from SPIN and Rolling Stone to People, E!, Star, Perez Hilton and more.

When Hard Rock and co-owner actor Robert DiNiro opened AGO, its first new restaurant in more than five years, Allison & Partners needed to conceive, create, and execute an opening plan in less than one month to gain substantial national media exposure for both the restaurant and the Hard Rock Hotel & Casino in the crowded field of new Las Vegas restaurants.

Our team handled event design and management, national and regional media relations, development of a national broadcast exclusive and management of celebrity RSVPs and key red carpet attendees. The AGO opening garnered more than 120 million media impressions including exclusive “inside the party” broadcast coverage by Extra, in addition to multiple mentions on E! News, FOX and CBS affiliates throughout the country and The Howard Stern Show. We also generated print and online coverage by People, The New York Times, Los Angeles Times, Instyle.com, TMZ.com, E! Online, AccessHollywood.com, Teamsugar.com, Blackbook.com, LAEater.com, Adweek, Women's Wear Daily, Gayot.com, MSN.com, and Pagesix.com.