Rock Om launch
PRCO supported Hard Rock Hotels on the launch of its new in-room yoga programme Rock Om, whilst highlighting the positioning Hard Rock Hotels as a premium, wellness-infused lifestyle brand.
PRCO sought to align Hard Rock Hotels with wellness and style-conscious consumers by leveraging influencers with the desired target demographic and high engagement. PRCO appointed ambassadors for Rock Om including: Millie Mackintosh, Julie Montagu, Cat Meffan, Chessie King, Steph Eastwood and Maeve Madden, inviting them on a weekend Rock Om yoga retreat to Hard Rock Tenerife, accompanied by a professional film crew.
PRCO worked with Hard Rock Tenerife to create personalised and sharable experiences at the hotel and off-site, including personalised vinyls, beach, sunset and star-lit yoga, and whale watching, with the influencers sharing their experiences throughout.
PRCO’s film crew created content including a 120-second film, 50 retouched images, and social snippets for Hard Rock Hotels to use via its in-room TVs and online channels as part of the ongoing Rock Om campaign. Key results from the Rock Om retreat included: 450+ posts, 25m impressions, 3× dedicated media articles, and a 7% increase in following for @hardrock followers over the duration of the trip.