A major expansion project was slated for the two Florida Hard Rock Hotel-Casino brands. Redline Media Group built a unique concept with deep roots in Hard Rock’s culture, and its rich historical association with music as reflected in the new amenities at the properties. Strategically, the overarching campaign—“Discover Your Rhythm—" was designed to tap into the primal human need for exploration and resonate with the rhythms that are a central part of life and living. These rhythms are physically manifested by the sights and sounds occurring in and around the properties. “Discover Your Rhythm… ” because the night is forever young.