Melissa Etheridge Joins Hard Rock International to Launch Worldwide 'Rocktober' Campaign

Melissa Etheridge Joins Hard Rock International to Launch Worldwide 'Rocktober' Campaign

Global Initiatives throughout October to Benefit Breast Cancer Research

Limited-Edition Collectable Hard Rock Pin and Live Music Events Worldwide Raise Funds to Help Stop Breast Cancer for Life

ORLANDO, Fla., Sept. 5 /PRNewswire-USNewswire/ -- Rock out and accessorize for a cause during Rocktober at Hard Rock Cafes worldwide! Hard Rock International, together with 2007 Oscar(R) winner, two-time Grammy(R) winner, breast cancer survivor, and multi-platinum recording artist Melissa Etheridge, announces the launch of Rocktober -- a month-long commitment to raising awareness and funds for breast cancer research through sales of a collectable Rocktober pin, a series of live music events and special Pink Cocktails at Hard Rock establishments around the world.

(Photo: http://www.newscom.com/cgi-bin/prnh/20070905/NYW034)

Since it was established in 1971, Hard Rock has been committed to a wide variety of philanthropic causes and activities around the world, exemplified by one of its mottos, "Love All, Serve All."

"Hard Rock's commitment to philanthropy has always been our foremost priority," said Hamish Dodds, President and CEO, Hard Rock International. "Our Rocktober program truly epitomizes and reinforces this belief, focusing our global brand on raising funds and awareness for the fight against breast cancer."

Pin Me

Through the proceeds of a special limited-edition 2007 Hard Rock Breast Cancer Awareness Pin, which will be launched by Melissa Etheridge on September 25th, Hard Rock will donate 100 percent of net profits to breast cancer research organizations. This pin, the eighth in the Rocktober Series, features a gold based double-neck guitar with a pink ribbon -- a symbol for breast cancer supporters -- dangling from the head stock. The pin also features the powerful message "Stop Breast Cancer for Life" on the body of the guitar. Beginning September 17, this symbolic 2007 Hard Rock Breast Cancer Awareness pin will be sold exclusively at select Hard Rock International properties worldwide, including Cafes, Hotels and Casinos and on www.hardrock.com for $11.00. One hundred percent of net profits from sales of the Pin will be donated to The Breast Cancer Research Foundation, this year's Rocktober beneficiary.

Rock Out for A Cause

Rocktober will also feature live music events, kicked off with Melissa Etheridge's album release concert, at Hard Rock Cafes worldwide. These events highlight artists throughout the month to raise additional dollars for this worthy cause. Last year's events included performances by such artists as The Go-Go's, Alexa Ray Joel, Melanie C and Bonnie Tyler. The 2007 Hard Rock Rocktober artist lineup includes live music with Griffin House, Finding Stella, Jenny Owen Youngs, Sons of William, and many more!

Drink Pink

In addition to live music and breast cancer awareness merchandise, guests will also be able to "drink pink" for the cause during Rocktober. Beginning September 24, Hard Rock International will launch its signature Pink Cocktails -- pink-hued beverages for which a portion of the proceeds will be donated to The Breast Cancer Research Foundation. The Pink Cocktail line includes both alcoholic and non-alcoholic drink selections that are perfectly refreshing for any palette, including Blushing Peach, Berry Blush Martini, Pink Margarita and the Wildberry Smoothie.

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 501(c) (3) organization dedicated to funding innovative clinical and genetic research. The Foundation supports scientists at top universities and academic medical centers worldwide conducting the most advanced and promising breast cancer research that will lead to prevention and a cure in our lifetime. A minimum of 85 cents of each dollar donated to the Foundation goes directly to breast cancer research and awareness programs. In October 2007, over $32 million will be awarded to more than 150 researchers across the U.S. and in Canada, Latin America, the Middle East, and throughout Europe. Money magazine named BCRF one of America's eight top charities. And for the sixth consecutive year, BCRF received Charity Navigator's highest rating, four stars, thus outperforming most other charities in America. For more information, visit www.bcrfcure.org or call 1.866.FIND.A.CURE.

About Hard Rock International

With 123 high-energy Hard Rock Cafes and eight Hotels/Casinos in 46 countries, 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, Orlando, Chicago, Pattaya, Bali and Biloxi, with San Diego scheduled to open later in 2007. Additional hotel and casino projects have been announced in Palm Springs and Macau, scheduled to open in 2009. Hard Rock International, Inc, is owned by Seminole Hard Rock Entertainment, Inc. For more information on Hard Rock, visit www.hardrock.com.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20070905/NYW034
AP Archive: http://photoarchive.ap.org/
AP PhotoExpress Network: PRN6
PRN Photo Desk, photodesk@prnewswire.com

Source: Hard Rock International

CONTACT: Brian Siemienas of Hard Rock International, +1-407-445-7625; or
Deborah Sierchio or Stacey Tropeano, +1-973-316-1665, both of Coyne PR, for
Hard Rock International

Web site: http://www.hardrock.com/
http://www.bcrfcure.org/

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Profile: International Entertainment