Foxwoods Gets “Restaged’ by Trahan

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 such as Connecticut, New York, Massachusetts, Maine and Rhode Island, TV spots use the tagline, “The wonder of it all,” a slight change from the previous, “Experience the wonder of the Connecticut woods.” A jazzy jingle performed by singer John Pizzarelli underscores images of the Mashantucket, Conn.-based facility’s casinos, upscale 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 non-gambling activities at Foxwoods into sharper focus, representing something of a departure for the facility, which 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. “It was time to restage the brand” given recent improvements, including the addition of 800 hotel rooms and suites, Kramer said.
Foxwoods is currently locked in a pitched battle for guests against gaming facilities in Atlantic City, N.J., and the Mohegan Sun Casino in Uncasville, Conn., which spent about $5.5 million on advertising last year, mainly through lead agency Mintz & Hoke, 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 ads broke [Adweek, Jan. 25].
Kramer said he was “not at all” concerned about the similarities between the work, though he conceded, “We are in the same business to some extent” so an overlap in approaches is inevitable.

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