NEW YORK Foxwoods Resort Casino launches its first brand campaign in six years on Wednesday and said it would spend $25 million on the Northeast media buy over the next year.
The first spot features a group of little people dressed as leprechauns shown emerging from a green stretch limo to enjoy the offerings of Foxwoods. They eat, get massages, have drinks by the indoor pool, engage in pillow fights and play the slots. All the while, a Munchkin-like voice sings the "Wonder of It All" jingle, which first debuted in 1999. At the end, they join musician John Pizzarelli in singing the jingle.
A representative for the Mashantucket, Conn., client said the commercial would run for about a month. Additional new spots will then join the rotation. The second ad in the series will follow the adventures of a single $5 poker chip at Foxwoods.
The TV, print, radio and out-of-home campaign will run in New York, Boston, Hartford, Conn., and Providence, R.I.
Publicis Groupe's The Kaplan Thaler Group in New York created the campaign, its first for the client since winning the account in April 2004 after a review. The shop first produced tactical poker-themed spots that aired late last year.
Trahan Burden & Charles in Baltimore had been Foxwoods' previous agency.
"The reason for making an agency change and evolving the campaign wasn't because the campaign wasn't effective. It's been enormously effective," said Marty Kramer, director of advertising for Foxwoods. "Many people know the jingle. The issue was that over the life of the campaign, it had a music-video approach to the experiences at Foxwoods. We felt we needed story lines to share the new experiences we have to offer people from our $300 million renovation, like the Hard Rock Cafe, other new restaurants and retail."