The creative execution was as follows: models styled in “morning after” makeup, with “bed head” and cigarettes, strolled around the downtown Chicago area in nothing but high heels and a Hard Rock Hotel bathrobe. They stopped morning commuters and asked, “Can you tell me how to get back to the Hard Rock Hotel?” The media vehicle was the campaign idea: not your ordinary form of media, not your ordinary hotel.

The goal was simply to generate awareness. Talent costs were minimal. Wardrobe and makeup was free. We spent about 15 dollars on cigarettes. The hotel has been open for four months and has been booked solid since opening weekend.