BOSTON Foxwoods Casino Resorts evolves its "Wonder of It All" positioning in TV ads set to launch Monday.
Led by chief creative officer Allan Charles, Trahan, Burden & Charles in Baltimore created two 30-second spots. One features New York-based jazz guitarist and vocalist John Pizzarelli (a familiar face from past Foxwoods commercials), along with glitzy footage of the casino's restaurants, Broadway-style shows and, of course, gaming areas. The second spot uses the music in the background.
"Meet me at Foxwoods," a concluding voiceover says as the camera pans across the sculptured grounds of the resort. The spots will run throughout New England and the New York metropolitan area. Print and radio ads are scheduled to launch later in the year.
In addition, Foxwoods has tapped its multicultural agencies, Admerasia and HispanAmerica, for Mandarin, Cantonese and Spanish versions of the spots. Those ads will begin airing in early April on stations targeting those audiences. Spike DDB, New York, consulted with Trahan on the English-language spots to ensure the integrity of African Americans used in the work.
The Mashantucket, Conn., casino spent more than $10 million on ads in 2002, per CMR.
TBC has been Foxwoods' creative agency since early 1999. Media chores are handled by Horizon Media in New York.