Hard Rock Café has appointed Alpha 245 as its creative communications agency on record. Alpha 245’s immediate task is to help the establishment promote the bands as well as the Hari Raya menu.

“We are very excited with this new partnership and I’m sure that the creative product from Alpha 245 will be able to help us gain even more fans,” said Michael Leow, Group General Manager of Hard Rock Café. Alpha 245 will develop a series of campaigns revolving around the theme, See The Show.

According to Terence Ooi, General Manager of Alpha 245, the idea is not just about See The Show. It’s about taking what is uniquely happening and ownable in our market and amplifying it in our local campaigns. “Hard Rock Café is a great brand and we look forward to producing great works and an exciting journey with them,” said Terence.

In the past, a lot of the work for Hard Rock Café was focused on print. Moving forward, the creative work will be more integrated and digital. Social media will also be used to connect with the Hard Rock fans and friends.

A new Hard Rock Café outlet will be opened in Malacca in the last quarter of 2012. This will be the second Hard Rock Café in Malaysia after Kuala Lumpur. The Hard Rock Café Hotel was opened in Penang in September 2009. Creative duties for the opening of the Hard Rock Café Malacca outlet in Malaysia will also be handled by Alpha 245.