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Foxwoods Casino Seeks to Rebuild Brand Beyond Gaming
"If you want to be among people, have interaction, we are the place to do that," said newly appointed Chief Marketing Officer Rebecca Carr. "We have the 'what else can you do' here." Ms. Carr, who led global marketing for Verizon Communications business, said they've invested heavily in this campaign.
With a re-skinned Foxwoods.com, a new mobile app to play slots, and a large presence on news and travel websites, the company plans to double its marketing outlays from last year, when it spent $8.5 million in measured media, according to Kantar.
The new "Anything But Ordinary" campaign, from Boston-based Mullen , gets back to a key "more than gaming" strategy and acts as a response to an increase in competition from other casino-resorts in the Northeast as well as online gambling.
Ad Age: When was Foxwood's last marketing campaign?
Ms. Carr: About one and a half years ago. [And it] was fairly short-lived. "The Wonder of It All" campaign. They ... shortened it to "ALL," pushing it to say we're more than gaming. It didn't gain the legs that it needed. Given a new leadership team, time and history, from a strategic perspective, it was time to come up with a new plan. We have a new CEO who came in a year ago, now we're all collectively marching to a new strategic plan. But there's been eight months with no campaign. We're expecting at least a year for [this] campaign to rebirth the brand.
Source: AdAge.com
