Hard Rock banks on women empowerment approach to win IR bid in Japan

Hard Rock International, one of leading casino companies in the world, is vouching for women empowerment in its bid to win the IR license in Japan. The company is promising that it will empower women apart from constructing an entertainment and hospitality hub with a casino floor, if it gets the bid.

The company has launched a new social media marketing campaign titled “Future is MINE Powered by Hard Rock.” It features a young woman traveling from Japan to the USA for meeting female executives at the Seminole Hard Rock Hotel and Casino in Hollywood, Florida.

The woman first meets with Jennifer Rice, vice president of human resources, who explains how her employer respects a work-life balance.

“I can have a career, and have a family,” Rice tells the Japanese-speaking woman. “If I come to work, and my son is getting an award at school, I make the priority to go see him get the award.”

Japan has long ranked poorly in gender equality assessments. On the World Economic Forum’s Global Gender Gap Report 2017, Japan placed No. 114 of 144 countries analysed. The World Economic Forum added that Japan experienced “reversals of progress” last year.

Rocking the Vote

Hard Rock is confident that its international brand familiarity and gaming experience in numerous countries best qualifies it for IR licensure. The company hopes that the message of empowering women would give it an edge over the competitors.

“Hard Rock International actively supports women’s empowerment globally,” a statement declared. “In Japan, we will support every woman who wishes to play an active part in society to express her individuality and to realize her potential.”

Hard Rock Japan, LLC, is being headed by Edward Tracy. The CEO led Sands China and its development of the Cotai Strip. He was set to retire when Hard Rock apparently made him an offer too good to refuse.

Source: Casino.org