BOSTON-Foxwoods Resort Casino has unveiled a $10 million image campaign, the first work for the client from Trahan, Burden & Charles in Baltimore.
Breaking this week in Northeastern markets, television spots use the tag, "The wonder of it all," a slight change from the previous line, "Experience the wonder of the Connecticut woods." A jingle underscores images of the Mashantucket, Conn.-based facility's casinos, eateries, hotels and nightclubs.
The commercials are supported by print and outdoor executions. Horizon Media in New York handles media chores.
The creative approach brings the nongambling activities at Foxwoods into sharper focus, representing something of a departure for the facility. The complex is operated by the Mashantucket Pequot Tribal Nation.
"We wanted to focus on the superb experience we deliver our guests," said Marty Kramer, director of advertising at Foxwoods.
Foxwoods is currently locked in a battle for guests against gaming facilities in Atlantic City, N.J., and the Mohegan Sun Casino in Uncasville, Conn. The latter spent about $5.5 million on advertising last year, mainly through lead agency Mintz & Hoke in Avon, Conn.
Both Foxwoods and Mohegan Sun are now using similar promotional tactics. A recent campaign for Mohegan Sun also focused on entertainment and elegant fun. "The games are important . . . but it's the overall experience that matters," Mintz & Hoke president Chris Knopf said when the advertising broke [Adweek, Jan. 25].