Foxwoods Selects 3 Specialists

Foxwoods Resorts Ca-sino plans a $3 million multicultural push, and will rely on a trio ofspecialty shops to help it reach a broader audience throughout the Northeast.

The client last week named Admer-asia, SpikeDDB and HispanAmerica, all New York, as its minority marketers.

“We felt we needed to work with folks who were specialists in the multicultural space,” said Martin Kramer, director of advertising at Foxwoods in Mashantucket, Conn. The casino has earmarked $3 million for a minority marketing push in 2003, Kramer said.

Foxwoods’ new ad partners will not affect its relationship with Trahan, Burden & Charles in Baltimore, which for the past several years has handled the casino’sgeneral-market account. Foxwoods spends $10-15 million on advertising annually, according to CMR.

African American and Hispanic test marketing be-gins immediately in Boston and includes radio, outdoor and local sponsorships. TV, print and radio test ads aimed at Asian Americans launch in both Boston and New York.

“This is an enormously exciting relationship for each of us,” said Dana Wade, president of Spike-DDB. “Foxwoods recognizes that continued market-share leadership relies on acquiring and cultivating loyalty among the growing African American, Asian American and Hispanic patrons throughout the Northeast region.”