_{Jacknife Named Creative Agency of Record for Hard Rock Hotel & Casino Ottawa}

Known for delivering immersive entertainment experiences worldwide, the Hard Rock® has long been a favourite global destination for locals and tourists alike. The brand is in an exciting era of expansion and revitalization, and the stage is set for a grand opening of Canada’s first Hard Rock Hotel & Casino – with Jacknife leading the charge to develop the go-to-market launch campaign for their Ottawa location.

“Our 350 million dollar expansion and rebranding will disrupt the hotel, entertainment, hospitality, and gaming industries in Eastern Ontario and beyond,” says Christine Crump, President of Hard Rock Hotel and Casino Ottawa. Canadians will no longer have to cross a border to experience all that Hard Rock has to offer. Our nation’s capital is the perfect location to officially welcome the brand to Canada! Jacknife’s work coincides with the world-class work and experiences we deliver to our guests.”

The scope of Jacknife’s work includes the full strategic and creative development of the go-to-market launch campaign, with a focus on building excitement and driving engagement across all touchpoints. The campaign will embody the essence of Hard Rock’s vibrant culture, ensuring the opening becomes a beacon for entertainment seekers.

“We’re thrilled to collaborate with a global brand like Hard Rock at such a pivotal moment,” says Mikey Richardson, Co-Founder and Executive Creative Director at Jacknife. “The lead-up to the 2025 launch gives us the opportunity to create something truly captivating—a campaign that not only celebrates Hard Rock’s legacy but also amplifies the energy in Ottawa.”

This partnership emphasizes purpose-driven storytelling, with both Jacknife and Hard Rock Hotel & Casino Ottawa focused on curating a seamless, high-impact brand experience that will set the stage for a grand opening like no other.

About Hard Rock®: 

Hard Rock International (HRI) is one of the most globally recognized companies with venues in over 74 countries spanning 313 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops®, Live Performance Venues and Cafes. Its Unity by Hard Rock™ global loyalty program rewards members for doing the things they love across participating properties around the world. HRI also launched a joint venture named Hard Rock Digital in 2020, an online sportsbook, retail sportsbook and internet gaming platform. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s largest and most valuable collection of authentic music memorabilia at more than 88,000 pieces, which are displayed at its locations around the globe.

HRI became the first privately-owned gaming company designated a U.S. Best Managed Company by Deloitte Private and The Wall Street Journal in 2021 and has since been honored fourfold. Hard Rock was also honored by Forbes among the World’s Best Employers, as well as Best Employers for Women, Diversity and New Grads and a Top Large Employer in the Travel & Leisure, Gaming and Entertainment Industry. In the 2022 Global Gaming Awards, Hard Rock was named Land-Based Operator of the Year for the second time in four years.

Hard Rock International currently holds investment grades from primary investment-grade rating agencies: S&P Global Ratings (BBB-) and Fitch Ratings (BBB). For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com.

About Rideau Carleton Casino (Future Home of Hard Rock Hotel & Casino Ottawa):

Rideau Carleton Casino officially opened as Rideau Carleton Raceway in 1962, as Canada’s first-ever five-eighths mile oval and has been a key part of Ontario’s harness racing community ever since. Since the addition of gaming in February 2000, the City of Ottawa has received approximately $6 million annually and more than $106 million in total payments for hosting Rideau Carleton Casino within the National Capital Region.

With eager anticipation of the opening of the new Hard Rock Hotel & Casino Ottawa, Rideau Carleton Casino remains open 24/7, ready to serve their guests with the same dedication and excitement. Hard Rock is working to build a new state-of-the-art entertainment facility that will soon bring the iconic Hard Rock brand to Ottawa and enliven the city like never before. Future amenities will include a contemporary hotel design with 150 rooms, including 22 suites,  expanded gaming floor including  1,500 slot machines, 40 live-action table games, and high-limit gaming. Guests can enjoy more than 10 restaurants, bars, and lounges, including the iconic Hard Rock Cafe and Council Oak Steakhouse. The resort will also be home to the classic Rock Shop, a 1,800 plus seat Hard Rock Live venue, and authentic music memorabilia.

The facility is a significant driver of job creation and will employ over 700 local residents, once completed. Hard Rock Hotel & Casino Ottawa will continue the tradition of community investment through local sponsorships and nonprofit partnerships, enhancing the lives of residents and visitors alike as was established under Rideau Carleton Casino.

Rideau Carleton Casino is operated by Hard Rock International and governed by Ontario Lottery and Gaming Corporation (OLG). With OLG partnership, Rideau Carleton Casino demonstrates a daily commitment to responsible gambling with full implementation of OLG’s PlaySmart program and is recognized through the RG Check accreditation program.

For more information on Rideau Carleton Casino, visit rideaucarletoncasino.com. To learn more about the upcoming Hard Rock Hotel & Casino Ottawa, visit hardrockottawa.com.

About Jacknife: 

Jacknife is an independent, full-service creative brand agency headquartered in Toronto, Canada. With over 29 years of industry experience, Jacknife has been at the forefront of delivering exceptional branding and innovative solutions to a diverse range of clients. By leveraging the powerful combination of strategic innovation, Jacknife empowers brands to build significant business value through the power of creativity. Learn more at jacknifedesign.com.