Foxwoods to Debut First Work by Kaplan Thaler

NEW YORK The Kaplan Thaler Group will break a campaign tomorrow for Foxwoods, its first work for the casino/resort, the agency said.

The Mashantucket, Conn., client will emphasize poker and its $300 million expansion as the cornerstones of its casino-gaming business in the new work, which has no tagline. The previous tagline, “The wonder of it all,” ran for six years. Foxwoods is a charter member of the World Poker Tour.

The first spot from the Publicis Groupe agency in New York shows a Foxwoods guest emerging from a men’s room after flushing. Dressed as a king, the man carries a newspaper under his arm; the onscreen copy, “Nothing beats a royal flush,” follows. The scene then cuts to Foxwoods’ poker tables. Other spots will roll out throughout the fourth quarter.

In a statement, Foxwoods director of advertising Marty Kramer said, “Poker is the hottest, fastest growing segment of the market right now, and Foxwoods is the place for poker on the East Coast and the only venue to play poker in New England. Our new advertising campaign combines our competitive advantage, a culturally relevant trend and the spirit of fun entertainment to tell the story of the new Foxwoods.”

The spots will run in the New England region on MSG Network and Fox Sports, among others. Independent Horizon Media in New York handles media duties.

Spending was undisclosed. Foxwoods said it plans to spend about $25 million in media during the next year.

The Kaplan Thaler Group won the account in April, beating Bartle Bogle Hegarty (49 percent owned by Publicis) and independent Wieden + Kennedy, both in New York. The incumbent, Trahan, Burden & Charles in Baltimore, was eliminated in an earlier round.