PINKTOBER™ Brings Together Artists, Survivors and Fans for a Rock Star-Worthy Cause

Hard Rock International Launches 2011 Breast Cancer Awareness Campaign

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Sep 27, 2011, 09:35 ET

ORLANDO, Fla., Sept. 27, 2011 /PRNewswire/ -- 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 will kick off on Tuesday, September 27, 2011, at Hard Rock Cafe Hollywood Boulevard, where Hard Rock will present 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 are invited to continue the celebration at Hard Rock Cafe Hollywood. For additional information on how to take part in the event visit www.hardrock.com and www.walkoffame.com.

"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.

About The Breast Cancer Research Foundation

Since its inception in 1993, The Breast Cancer Research Foundation® (BCRF) has raised over $330 million to advance the most promising breast cancer research worldwide that will help lead to prevention and a cure in our lifetime. In 2011-2012, BCRF grants will be supporting more than 185 dedicated researchers at major medical institutions across the globe. If not for BCRF, many facts about the genetic basis of breast cancer would not be known, the link between exercise, nutrition and breast cancer risk would not be established, and the rate of mortalities would not continue its downward curve. BCRF-funded scientists are responsible for these and many other critical achievements. Currently, more than 90 cents of every dollar donated is directed to breast cancer research and awareness programs. With exceptionally low administrative costs, BCRF continues to be one of the most efficient organizations in the country, having received 4-stars from Charity Navigator for nine consecutive years. Only 1% of over 5,500 evaluated charities have achieved this distinction. Furthermore, the Foundation continues to be designated an "A+" charity by The American Institute of Philanthropy. No other breast cancer organization has consistently received such high ratings. For more information about BCRF, visit www.bcrfcure.org.

About The Caron Keating Foundation

The Caron Keating Foundation is a fund raising partnership set up by Gloria Hunniford, Paul & Michael Keating and Russ Lindsay. The Foundation will offer financial support to professional carers, complimentary healing practitioners and support groups dealing with cancer patients, as well as individuals and families who are affected by the disease. It will also financially help a number of cancer charities with their ongoing quest for prevention, early detection and hopefully ultimate cure. For more information, please visit www.caronkeating.org.

About Hard Rock International

With a total of 173 venues in 51 countries, including 136 cafes and 15 Hotels/Casinos, Hard Rock International is one of the world's most globally recognized brands. Beginning with an Eric Clapton guitar, Hard Rock owns the world's 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, San Diego, Pattaya, Bali, Macau, Penang, Singapore and Punta Cana. Additional hotel and casino projects have been announced including Panama Megapolis, scheduled to open in 2011; and Hungary, Dubai and Abu Dhabi, scheduled to open in 2013. Hard Rock International is owned by Seminole Hard Rock Entertainment, Inc. For further details on Hard Rock Hotels and Casinos, visit www.hardrockhotels.com. For more information on Hard Rock International, visit www.hardrock.com.