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FOH-HRH to actively promote young & sexy lifestyle
May '10
Frederick's of Hollywood Group Inc. and Hard Rock Hotel & Casino Las Vegas announced an integrated marketing and media agreement that will bring together these two sexy and iconic brands for women.

Through the partnership, the two companies will actively promote the young and sexy lifestyle they represent across multiple venues, including social networking, product integration, cross promotion and unique events. Frederick's of Hollywood will receive on-site presence throughout the Hard Rock Hotel & Casino Las Vegas, including event participation at the hotel's hottest clubs and pools, retail presence throughout HRH and featured Frederick's of Hollywood merchandise will be promoted through various HRH sales channels.

"We have entered a strategic alliance by which Frederick's of Hollywood and the Hard Rock Hotel & Casino Las Vegas will enhance each other's brands. With a similar customer demographic and attitude, we have the opportunity to more effectively reach our targeted customer," stated Thomas Lynch, Frederick's Chief Executive Officer. "The partnership embodies the excitement of Las Vegas and the sexy look of Hollywood."

"This is a mutually beneficial partnership for Frederick's of Hollywood and Hard Rock," said Hard Rock Hotel & Casino Vice President and CMO Phil Shalala. "We have created an even greater opportunity for our guests to immerse themselves in the sexy lifestyle we are known for."

Las Vegas-based MEGA, INC. and its President Danny Socolof together with Amrita Sen of Vault Agency facilitated the Hard Rock Hotel & Casino Las Vegas/Frederick's of Hollywood partnership.

Frederick's of Hollywood Group Inc

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