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Hard Rock International Marks 10 Years Of Support For Breast Cancer Awareness And Research With 2009 PINKTOBER(TM) Campaign Featuring Melissa Etheridge, The Bangles, Melanie C, Joss Stone And More
Date:9/14/2009

ORLANDO, Fla., Sept. 14 /PRNewswire/ -- Celebrating a decade dedicated to supporting breast cancer research and awareness programs, Hard Rock International is proud to announce Melissa Etheridge, Oscar(R)( )and two-time GRAMMY(R)( )winner, breast cancer survivor and multi-platinum recording artist, as its official PINKTOBER(TM) program "Artist Ambassador." The global PINKTOBER program will also be supported by musicians, including The Bangles and Joss Stone in various events worldwide.

The 2009 PINKTOBER program marks the 10-year anniversary of Hard Rock's support of raising awareness and funds for breast cancer research. PINKTOBER includes a series of live music and fundraising events at Hard Rock establishments around the globe, and limited-edition merchandise designed to raise awareness and funds for breast cancer research.

The global launch, featuring Melissa Etheridge, begins on Monday, September 28th, with a three-day long series of interviews and performance based events designed to empower women and survivors. Tuesday, September 29th will feature a performance at Hard Rock Cafe New York, after which Melissa Etheridge will board Delta Air Lines' "Pink Plane" and perform an acoustic rendition of her hit single "I Run for Life" for breast cancer survivors and fans as they travel to Washington, D.C. to participate in a breast cancer awareness symposium at Hard Rock Cafe Washington, D.C. the following day.

Each event is designed to engage consumers, celebrate survivors, raise awareness and drive funds towards research for the advancement of defenses against and treatments for this disease.

"I'm proud and excited to continue my collaboration with Hard Rock International's PINKTOBER this year," said Melissa Etheridge. "This is Hard Rock's 10th anniversary supporting global programs aimed towards breast cancer awareness and raising funds for worthy charities and organizations. Having experienced my own personal journey with breast cancer, I'm thrilled to bring my story and my music to support Hard Rock's philanthropic efforts."

In addition to the program's powerhouse kickoff, PINKTOBER will also feature live music events and appearances at local-market Hard Rock locations worldwide by other notable established and emerging acts throughout the Fall. The Bangles will perform at Hard Rock Hotel in Orlando, FL, and an amazing lineup of female acts will grace the stage at the U.K.'s Royal Albert Hall for Hard Rock's PINKTOBER Presents: Women of Rock, including Melanie C, Joss Stone, Jamelia, Bonnie Tyler, Escala, Bananarama, Sharon Corr and Tulisa (N - Dubz), plus the leading ladies from the West End hit theatre show Mamma Mia. For the full 2009 Hard Rock PINKTOBER artist lineup please visit www.hardrock.com. All events will benefit breast cancer research and awareness organizations.

"We are proud to embark on our 10th year of helping find a cure for breast cancer," said Sean Dee, Vice President and Chief Marketing Officer, Hard Rock International. "The answer is out there and together we'll find it."

Rocking the Season's Hottest Color

PINKTOBER also includes a not-to-be missed line of apparel and accessories that will benefit the cause. These PINKTOBER products, including a collector's edition pin, t-shirt, keychain, pink sheets and more, will be sold exclusively at Hard Rock properties worldwide, including Cafes, Hotels, Casinos and on www.hardrock.com. Proceeds from the sale of special limited-edition 2009 Hard Rock PINKTOBER merchandise will benefit The Breast Cancer Research Foundation and other local breast cancer related charities, with 75% of the retail price of each pin and 15% of the retail price of each t-shirt, key chain, nightshirt and vest sold going directly to the cause.

About The Breast Cancer Research Foundation

The Breast Cancer Research Foundation(R) was founded in 1993 by Evelyn H. Lauder as an independent, not-for-profit organization dedicated to funding innovative clinical and translational research. In October 2009, nearly $29 million will be awarded to 170 scientists across the United States and Europe and in Australia, Canada, Latin America and the Middle East. BCRF perseveres in directing at least 85 cents of every dollar raised directly to research. And for the eighth consecutive year, BCRF received Charity Navigator's highest rating, four stars, thus outperforming over 99.9% of the 5,400 evaluated charities, while the American Institute of Philanthropy has awarded BCRF its highest possible rating of A+. BCRF is the only breast cancer organization in the U.S. to receive these accolades. For more information, visit www.bcrfcure.org.

About Delta Air Lines

Delta Air Lines is the world's No. 1 airline. From its hubs in Atlanta, Cincinnati, Detroit, Memphis, Minneapolis-St. Paul, New York-JFK, Salt Lake City, Paris-Charles de Gaulle, Amsterdam and Tokyo-Narita, Delta, its Northwest subsidiary and Delta Connection carriers offer service to 376 destinations in 67 countries and serve more than 170 million passengers each year. Delta's marketing alliances allow customers to earn and redeem either SkyMiles or WorldPerks on more than 16,000 daily flights offered by SkyTeam and other partners. Delta's more than 70,000 employees worldwide are reshaping the aviation industry as the only U.S. airline to offer a full global network. Customers can check in for flights, print boarding passes, check bags and flight status at delta.com.

About Hard Rock International

With a total of 156 venues in 52 countries, including 127 cafes and 11 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, Tulsa, Pattaya, Bali and Macau. Additional hotel and casino projects have been announced in Penang, scheduled to open in 2009; Singapore in 2010; Palm Springs, Atlanta and Panama, scheduled to open in 2011; Hungary, Dubai and Abu Dhabi, scheduled to open in 2012. 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.


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SOURCE Hard Rock International
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