Frederick's of Hollywood has lost a lot of mojo over the years to Victoria’s Secret, but the undergarment maker is hoping to -- as the late James Brown might have put it -- “Stay on the
scene like a sex machine” via a deal with the Hard Rock Hotel and Casino Las Vegas. The two are running an integrated marketing and media program that, per the companies, promotes a “young
and sexy” lifestyle across multiple venues, including social networking, product integration, cross promotion and events.
Frederick's of Hollywood will receive on-site presence
throughout the Hard Rock Hotel and Casino Las Vegas, including event participation at the hotel's clubs and pools, retail presence throughout HRH and featured Frederick's of Hollywood merchandise will
be promoted through various HRH sales channels.