Advertising Sales Proposal Client: Hard Rock Caf Honolulu May 4, 2009

Jeremy Lee Katharina Schick Shannon Gillespie Kathleen Abadzhiev

Advertising Sales Final Portfolio

Jeremy Lee, Kathleen Abadzhiev, Katharina Schick and Shannon Gillespie Medium: Newspapers Client: Hard Rock Caf Honolulu About Hard Rock Caf: The first Hard Rock Cafe (HRC) opened its doors to the public on June 14, 1971, in London, England. With over 130 venues in more 40 countries around the world, Hard Rock has become a truly global phenomenon. From its launch in London, England, to New York, Los Angeles, Paris and Tokyo, and on to such exotic and far-flung locales as Kuala Lumpur and Shanghai, Hard Rock offers a special experience to its devoted, ever-expanding clientele. Hard Rock Cafe, one of the most globally recognized music, entertainment and dining brands has a music memorabilia collection valued at nearly $32 million. Known for collectible and fashion merchandise, live concerts, Hard Rock Live performance venues, the Hard Rock Records music label, hardrock.com and Hard Rock Hotels and Casinos, Hard Rock Cafe International, Inc. is a wholly owned subsidiary of London-based The Rank Group Plc (NASDAQ: RANKY).

Our objectives for the Hard Rock Caf Honolulu: To support Hard Rock Caf by achieving its goals To prepare market for grand opening at its new Beachwalk location

Prospects marketing and advertising goals: Not to loose customers when moving into Beachwalk Gain even more customers at the new venture Sell more of the merchandise Hit its main competitor Planet Hollywood Make revenue Increase pedestrian traffic

Prospects challenges in achieving their proposed goals: Tough economic times Biggest competitor is located next door of Hard Rock Cafs new venture

Prospects target audience: Locals Tourists (primarily from the US and Europe) Age group: 21-55

Competitor Analysis: Planet Hollywood Location Kalakaua Avenue, centrally located in Waikiki. Within walking distance for tourists staying in hotels in Waikiki. Easily accessible by bus and car. Surrounded by many shops and close to the beach. Facility Not very visible from the outside. The ground floor, which customers see first when entering the building, is not as attractive as the second floor. The service is great in some areas, but needs improvement in others. A broad selection including special dishes for children. Resonable. More visible from the outside than Planet Hollywood. Very attractive interior. Hard Rock Caf In the outskirts of Waikiki, on a huge crossover. Opposite to the Convention Center. Easily accessible by bus and car. New location in fall 2009. Hard Rock Caf is moving onto Beachwalk, which is very close to where Planet Hollywood is located.

Service

The service is great at all points.

Menu

A similar menu, but no kids dishes offered. Similar to those of Planet Hollywood. Shop is clearly separated from the dining area and very attractive. Attractive and informative. Available.

Prices

Merchandise Shop is a little bit invisible and not very attractive. Web site Membership The local site could be more informative. Not available.

SWOT Analysis: Strengths Good service Attractive facilities inside, as well as outside Good food Music style fits Informational homepage Clothes are nice, prices are reasonable Proximity to parking Established company Top of mind awareness as a performance venue More foot traffic around new location Close proximity to Waikiki hotels New location, new building Weaknesses Music is a bit too loud No menus for children No prices mentioned on the homepage No beverages mentioned on the homepage New location close to competitor (Planet Hollywood) Decline in customer base Lack of Asian language website in an Asian tourist market

Opportunities New Location = new image Increase servers connection w/ customers

Threats Planet Hollywood is kid friendly New HRC is off the main road, Planet Hollywood more visible

Further Research: Honolulu top 5 spending potential indices Entertainment/Dine-in & Carry-out (2007): Honolulu: 96825 - 158 /Median age range: 44.2 Kailua: 96734 147 / 35.7 Kaneohe: 96744 130 / 39.7 Mililani: 96789 126 / 35.8 Honolulu: 96821 194 / 48.3

Our solution for prospects challenges and its advantages: Campaign period: June 2009- September 2009 Newspapers: Reach locals looking for information on dining and entertainment. Studies have shown that more people actually buy from/visit places advertised in newspapers. Newspaper advertisements call people to take action. Newspapers also are often placed outside hotel rooms each morning, since the Advertiser is the only full-length paper still available on Oahu, that is the paper they would receive. Newspaper advertisements are less expensive than television advertisements, but still have a large reach. Newspapers also linger places, and arent fleeting like radio or television, so it is a good investment since they are longer lasting. New online editions of the paper attract a whole new demographic of younger men and women, while the print edition still targets an older demographic. Specific areas of the newspapers we will use, specifically target certain areas of our demographic directly.

Added value: Internet ads will reach spill-over tourist market because tourists look on the internet for trip planning. Coupons: Only a particular type of price-sensitive consumer will take the time to save the coupons but especially during this economic crisis there are more price-sensitive consumers and therefore coupons can be a viable remedy. Insert: In the shape of a guitar. This will grab readers attention and set the Hard Rock Caf apart from other ads in the paper. This will also give the audience something feasible to pick-up, touch and read. Package: This will include advertisements in both print and online. Ad in online newspaper: Online because: Internet is #1 source of info for tourists looking for entertainment and dining locations

HonoluluAdvertiser.com AverageVisitsperMonth2,511,6162,982,584

Benefits of our solutions: Cost-effective (See Chart on the following page)

How will our solutions make the clients business more profitable? Value-added will increase value of package without increasing its cost. Advertising package will spread Hard Rocks message through different tactics: print, online, inserts, feature stories and pictures. Stories and advertisements will be most visible during closing of Kapiolani Hard Rock and Grand opening of the Beachwalk Hard Rock to make sure people know about the big events.

The advertisements will be placed in a newspaper both print and online to catch the eyes of every member of our target market.

Terms and Conditions for the proposal: Dangle the bait; Offer added value, but only for a limited time o Added valuestrategy includes: Online advertisements Feature article about grand opening Blurbs in Metromix Photographer from Metromix opening night Feature on closing of Hard Rock (PR elements)

Example of a Press Release FOR IMMEDIATE RELEASE: 5/30/09 HARD ROCK INTERNATIONAL ROCKS ITS WAY ACROSS HONOLULU Hard Rock to Anchor New 280 Beach Walk Space in the Heart of Waikiki Orlando, Fla., May 30, 2009 After more than two decades on Kapiolani Boulevard, Hard Rock Cafe Honolulu is surfing its way to Waikiki! Hard Rock International announced today that its Honolulu cafe is relocating to the heart of Waikiki, and will anchor a new development by First Round Pacific, LLC at 280 Beach Walk. The original Hard Rock Cafe Honolulu opened on Kapiolani Boulevard in July 1987 and became a fixture in town, hosting millions of guests, as well as thousands of concerts and special events. The current Honolulu cafe will remain open for business through June 2009 as the new cafe readies for its exciting opening. "We have enjoyed great success in Honolulu for almost two decades and look forward to the move to downtown Waikiki," said Hamish Dodds, president and CEO Hard Rock Cafe International. "At this new location we will benefit from the enhanced pedestrian traffic and we are looking to rock Waikiki with great live music and our world class dining experience." Scheduled to open in September 2009, the new Hard Rock Cafe Honolulu will be one of the citys largest dining and entertainment destinations, with more than 11,000-square feet of space, including a 300-seat restaurant, a 1,625-square foot lanai and a Rock Shop featuring Hard Rocks iconic merchandise. The Rock Shop will be a dynamic space accentuated by a grand stair leading up to the main dining hall. The vertical space will include a "feature wall" and "a wave of memorabilia" above, that will capture the attention of guests, and also become interactive, while traveling to the dining room. On the second level, the main dining area will boast a rockin bar on one side and a live stage on the other, both angled to take advantage of the views of the expansive lanai dining area. The lanai will be visually and physically connected to the main dining, bar and live stage areas with an exterior wall that folds away to create one phenomenal space. Further animating the space, the dining area will be articulated with tall, lofty architecture that includes exposed trusses. Hard Rock International has enjoyed recent success with cafe relocations to better reach its target consumers. Most recently, in July 2007, Hard Rock moved its Boston cafe from Copley Square to the historic Faneuil Hall area, preceded by its New York cafe in 2005, which relocated from 57th Street to the heart of Times Square. Additional "in-city" moves have included San Francisco, CA; Phoenix, AZ and Orlando, Fla. In addition to a state-of-the-art facility, the cafe will also feature rock n roll memorabilia from Hard Rocks unmatched collection, including the one-of-a-kind "Badass Surf Wall" from the Kapiolani location will be showcased in the new cafe. The new Honolulu cafes Rock Shop will offer favorite collectible Hard Rock Cafe Honolulu merchandise, along with a new selection of rock n roll-inspired items

in its exclusive ground floor retail location. This city-specific merchandise, which can only be purchased at this location, offers an exclusive quality that enhances each items appeal. Fans will also be able to acquire Hard Rocks signature collectible pins, including the new, limited-edition Honolulu pins, which reflect the spirit of the island and the authenticity of Hard Rocks merchandise. About Hard Rock International With 123 high-energy Hard Rock Cafes and eight Hotels/Casinos in 46 countries, Hard Rock International is one of the worlds most globally recognized brands. Beginning with an Eric Clapton guitar, Hard Rock owns the worlds greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning website. In addition to the two flagship Seminole Hard Rock Hotels and Casinos in Tampa and Hollywood, Fla., Hard Rock Hotels/Casinos are located in Las Vegas, Biloxi, Orlando, Chicago, Pattaya and Bali, with San Diego scheduled to open later in. 2007. Additional hotel and casino projects have been announced in Palm Springs and Macau, scheduled to open in 2009. Hard Rock International, Inc. is owned by Seminole Hard Rock Entertainment, Inc. For more information on Hard Rock, visit www.HardRock.com.