To celebrate the launch of Hard Rock's 12th annual PINKTOBER campaign, Hard Rock brings together musicians, fans and a cause that affects millions across the globe.
Hard Rock’s PINKTOBER campaign features star-studded PINK carpet events, high-energy concerts, PINK menu offerings, “PINK Sheets Rooms” and limited-edition merchandise at Hard Rock Cafes, Hotels and Casinos worldwide, raising awareness and funds for breast cancer research. Charities benefiting from the PINKTOBER program include The Breast Cancer Research Foundation, The Caron Keating Foundation and local charities all around the globe.
PINKTOBER and Melissa Etheridge
PINKTOBER 2011 kicked off on Tuesday, September 27, 2011, at Hard Rock Cafe Hollywood Boulevard, where Hard Rock presented Oscar and two-time GRAMMY winner, multi-platinum recording artist Melissa Etheridge with a star on the Hollywood Walk of Fame. Following the dedication, fans were invited to continue the celebration at Hard Rock Cafe Hollywood.
“I’m honored and thrilled to be receiving a star on the Hollywood Walk of Fame and it’s an added bonus that I’m able to share this with my Hard Rock PINKTOBER family,” said PINKTOBER “Artist Ambassador” Melissa Etheridge. “Hard Rock’s PINKTOBER program has given me a platform to share my message of hope and to educate people around the world about this life-altering disease.”
Fans can support the cause and take a piece of the event home by purchasing Hard Rock’s limited-edition PINKTOBER 2011 pin, a wearable replica of Melissa’s custom Ovation PINK guitar. In addition, Melissa’s custom Ovation PINK guitar itself will go on auction at melissaetheridge.com/auction beginning on the PINKTOBER launch day with proceeds benefiting The Breast Cancer Research Foundation. The guitar was played by Melissa during her 2011 summer tour.
“We are honored to have music icon and breast cancer survivor Melissa Etheridge serve as PINKTOBER ‘Artist Ambassador’ for a sixth year,” said Annie Balliro, Sr. Director of Brand Philanthropy, Hard Rock International. “Hard Rock is truly excited to play a part in recognizing Melissa with a star on the Hollywood Walk of Fame commemorating her amazing career.”
PINKTOBER and Kelly Osbourne
Television personality, Kelly Osbourne, known for her colorful commentary on E!‘s “Fashion Police,” will help bring a special hue – pink – to the kickoff of Hard Rock Hotels and Casinos’ portion of the PINKTOBER campaign on Friday, September 30, 2011. Osbourne will throw the switch casting pink, energy-efficient light on the facade of Hard Rock Hotel San Diego.
“As someone whose family has been touched by cancer, I appreciate the chance to participate with Hard Rock Hotels on its PINKTOBER campaign,” said Osbourne. “This is an important cause that affects women everywhere, and I’m proud to help make a difference.”
PINKTOBER and You!
Hard Rock’s PINKTOBER gives fans a variety of ways to support the cause. Get spotted at your local Hard Rock partying for PINK, while listening to the sounds of rising stars at events benefiting local breast cancer organizations. Or be seen sipping Hard Rock’s non-alcoholic PINK drinks and dining on PINK menu offerings at Hard Rock Cafe locations throughout the month.
Is shopping more your style? Rock the season’s hottest color with Hard Rock’s PINKTOBER merchandise including the PINKTOBER 2011 T-shirt, robe, PINK Sheets, pin and more. Products are sold exclusively at Hard Rock properties worldwide, including Cafes, Hotels, Casinos and on www.hardrock.com. Proceeds from the sale of PINKTOBER products will benefit The Breast Cancer Research Foundation and The Caron Keating Foundation (UK only) with 75 percent of the retail price of each pin and 15 percent of the retail price of other products going directly to the cause.
Hard Rock Hotels and Casinos invite guests to “Get into Bed for the Cause,” and will donate 25 percent of room revenues to The Breast Cancer Research Foundation and related charities worldwide when guests request a stay in special “PINK Sheets Rooms.” These rooms also include PINK robes and PINKTOBER commemorative pins. Properties will also celebrate with “Go Pink” packages, uniquely customized for each participating Hard Rock Hotel, as well as other to be announced events celebrating the theme of the month.
“The Breast Cancer Research Foundation (BCRF) is honored that Hard Rock’s PINKTOBER campaign continues to support and believe in the Foundation’s mission of funding the most innovative breast cancer research in the world advancing the prevention and cure of breast cancer in our lifetime. This year, Hard Rock is fully funding two BCRF-funded research projects through the efforts of the PINKTOBER campaign,” explained Robbie Finke Franklin, Director of Marketing at The Breast Cancer Research Foundation.
For additional information on the PINKTOBER program, merchandise and local events, please visit www.hardrock.com.