Looking to create a strong brand image in the face of heightened competition, Foxwoods Resort Casino in Mashantucket, Conn., has tapped Trahan, Burden & Charles for the creative portion of its estimated $10 million ad account.
The Baltimore shop beat out Ingalls in Boston and the team of Artustry Partnership and The Ad Store, both in New York, in the final round of a review. Incumbent Weller O'Sullivan in Los Angeles did not participate.
Trahan's 12-year stint working for Harrah's Entertainment put the agency over the top, said Martin Kramer, director of advertising for Foxwoods. "They put Harrah's on the map," and Foxwoods managers are hoping Trahan does the same for their casino and hotel facilities, Kramer said.
Trahan lost lead agency status on Harrah's in late 1997 to Carmichael Lynch in Minneapolis but had retained some field assignments, which it has now resigned to take on Foxwoods, said Kramer. Harrah's officials did not return calls and it was unclear whether Trahan's projects would be assigned to Carmichael.
Trahan is now in production on a TV, magazine, newspaper and outdoor campaign that will break in the next few months, Kramer said. "It will be a very strong branding campaign" and will include work Trahan presented during the pitch, he said.
Ads are expected to run mainly in the New York metropolitan area and New England. The tagline, "Experience the wonder of the Connecticut woods," will be replaced, he said.
Trahan will work with Horizon Media in New York, which Foxwoods hired for media chores late last year, replacing Western International Media in Los Angeles. Dolabany Communications Group in Newton, Mass., retains assignments for Foxwoods' radio and special promotions.
The review was undertaken to find a shop to help Foxwoods--owned by the Mashantucket Pequot Tribe--better compete against increasingly aggressive competition from Mohegan Sun in Uncasville, Conn., as well as casinos in Atlantic City, N.J.