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Hard Rock Kicks Off Its Annual PINKTOBER Campaign for Breast Cancer Awareness Month

Hard Rock International kicked off its 24th annual PINKTOBER campaign, aimed at supporting breast cancer awareness and research. Throughout the month of October, all Hard Rock Hotels and affiliated businesses will be “going pink” by participating in fundraising efforts to support the Hard Rock Heals Foundation, Hard Rock’s nonprofit foundation, with proceeds going toward the American Cancer Society and other local charities. Last year, the PINKTOBER campaign raised over $1 million for breast cancer research, the largest amount raised since the program’s inception in 2000.

"Hard Rock is proud to unite globally for the 24th PINKTOBER campaign and create philanthropic activations that support organizations which benefit survivors, thrivers and those impacted by breast cancer," said Jim Allen, chairman of Hard Rock International, in a press release.

How to Donate

Hard Rock International has provided multiple ways for guests at any of their resorts to donate to the campaign, either through monetary donations or special events. Hard Rock Hotels partnered with musical instrument manufacturing company Gibson to create custom designed PINKTOBER guitars that will be displayed throughout multiple Hard Rock properties. Guests can check out the guitars and donate via a QR code to join the fight against breast cancer.

Hard Rock Cafes are also participating in the campaign. Beginning October 1, guests will have the option to round up their check to the nearest dollar amount to support breast cancer awareness and research. Hard Rock Bet, Hard Rock’s online sportsbook and casino, will be donating to the Hard Rock Heals Foundation for every qualifying referral to the site. Hard Rock games will also offer casino players the chance to spin the free Hard Rock Jackpot Casino game to help donate to the foundation.

PINKTOBER Merchandise and Products

In partnership with the American Cancer Society, Hard Rock International and the Seminole Tribe of Florida are celebrating tribal member Nancy Frank's 20th anniversary of beating breast cancer with a special, limited-edition pin designed by tribe member and Native American artist Victoria Billie Osceola. The pin will be available throughout October and Indigenous People's Month in November, and 100% of proceeds will go to the American Cancer Society.

Additionally, Hard Rock Hotel guests will have the chance to indulge in pink-themed drinks, treats and exclusive spa treatments at the Rock Spa throughout October. Hard Rock International is also offering limited-edition PINKTOBER-themed merchandise in support of breast cancer awareness and research, including a PINKTOBER-themed Hard Rock T-shirt, hat, water bottle and tote bag. A portion of the proceeds generated from the sale of the merchandise will go to charities that help raise awareness and funds for breast cancer research.

Donation Incentives and Special Events

Hard Rock Hotels is encouraging people to nominate “fighters, survivors and caregivers” throughout October. Each week, one winner will receive a $5,000 donation to the American Cancer Society in their name, a four-night all-inclusive stay for two in Punta Canta, Vallarta, Cancun, Riviera Maya or Los Cabos and a personal coaching session with breast cancer thriver and wellness guru, Samantha Harris. More information on how to participate can be found on Hard Rock Hotel’s social media pages. 

TV host and bestselling author Samantha Harris will also be sharing special content featuring tips from her book, Your Healthiest Healthy, and her online courses. Exclusive videos will be available for in-room viewing and on the Hard Rock website and social media pages.

This information is based on a press release from Hard Rock International

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Logan Pratt | Digital Content Coordinator

Logan Pratt joined Meetings Today in May 2023 as digital content coordinator, focusing on digital marketing efforts and covering breaking news stories for the Meetings Today website and newsletters. To send a press release or any information regarding the meetings and events industry please email