Bernstein-Rein Goes Hollywood

Bernstein-Rein Advertising in Kansas City, Mo., is working on project assignments for Planet Hollywood International, including the entertainment company’s first foray into TV.
Michael Baker, vice president/worldwide marketing for Orlando, Fla.-based Planet Hollywood, said the company is working with Bernstein-Rein on “a number of projects.” He declined to provide details but confirmed it involves the company’s first TV advertising. He declined to disclose the proposed ad budget.
Sources said the agency is producing Planet Hollywood’s first brand image campaign to be used in cities where the company has opened its Official All Star Cafe restaurant and retail store operations. Such cities include New York, Chicago, Las Vegas, Miami and Atlanta.
The company also announced plans recently to enter the lodging business as part of a venture that will remodel and renovate New York’s Hotel Pennsylvania as a sports-themed hotel and entertainment complex. Opposite Madison Square Garden, the property will be renamed the Official All Star Hotel.
Baker said the company approached Bernstein-Rein about handling the projects. The connection is Bernstein-Rein’s work for Blockbuster Entertainment. Brian Woods resigned as chief marketing officer at the video company earlier this year to join Planet Hollywood’s senior management team. His relationship with Bob Bernstein, agency chairman and a Blockbuster franchisee, was instrumental in Bernstein-Rein’s gaining the Planet Hollywood project assignments. Agency officials declined comment.
Last month, Planet Hollywood announced a reorganization of its business into five divisions–consumer products; food and beverage; lodging and gaming; retail and merchandise; and theaters and entertainment. Senior managers for each division will oversee brand marketing.
–with Aaron Baar