In what is sure to be a winning partnership, Foxwoods Resort Casino has selected Mullen as its new creative advertising agency-of-record following a competitive review. Mullen will develop an evolved brand positioning platform for Foxwoods, rolling out new creative across multiple media channels to drive consumer traffic to the award-winning resort casino.
“Mullen displayed a spirit of creativity, innovation, and partnership from the first time we met,” said Robert Victoria, Senior Vice President of Consumer Marketing for Foxwoods Resort Casino and MGM Grand at Foxwoods. “We’re excited to work with them in this next phase of the Foxwoods story.”
Mullen had previously worked with Foxwoods on the creation and development of the first resort-casino-branded iPhone application. The app, which launched in late 2009, gives users the ability to play games, book reservations and take virtual property tours.
“Foxwoods has built a truly incredible entertainment destination and we’re thrilled to be their partner in evolving the brand and expanding their consumer universe,” said Joe Grimaldi, President and CEO at Mullen.
This is not the first time North America’s largest resort casino has partnered with one of New England’s premier marketing communications firms. Just last year, Foxwoods announced Boston-based Elevate Communications as its PR agency-of-record. In this capacity, Elevate is responsible for shaping the property’s public image and driving revenue through strategic marketing and PR initiatives including media relations and promotions; event planning, marketing and management; crisis communications; and sports marketing activation programs.
“Foxwoods is an iconic brand and a true industry, and we couldn’t be more excited to work with one of the country’s most celebrated resort casinos,” said Keith Gainsboro, Principal of Elevate Communications. “We have a history of aligning ourselves with brands that we believe in, and our extensive work with this property is commensurate with that commitment. We look forward to many years of a beneficial and productive partnership with Foxwoods and MGM Grand at Foxwoods.”
Elevate is a full-service Public Relations agency specializing in the consumer, sports and technology arenas. Elevate’s client roster includes The Boston Celtics, The Boston Globe and Boston.com, Fenway Sports Group, the Deutsche Bank Championship, the Miami Dolphins, Qdoba Mexican Grill, Evergreen Solar, Head of the Charles Regatta, Theo and Paul Epstein’s Foundation to Be Named Later and Whaleback Systems.
Foxwoods is the latest in a series of new business successes for Mullen, which recently added Zappos and Victorinox Swiss Army as clients in its Boston office, and Men’s Wearhouse, Krispy Kreme, and Kumon in its North Carolina office.
About Foxwoods and MGM Grand at Foxwoods
North America’s largest casino, Foxwoods Resort Casino® is located in the rolling hills of southeastern Connecticut and is easily accessible from Boston, New York, Hartford, and Providence. Owned by the Mashantucket Pequot Tribal Nation, Foxwoods features six casinos with more than 7,200 slots, 380 table games, the only WPT World Poker Room™ in New England, High Stakes Bingo, and Ultimate Race Book. There are 1,416 guest rooms and suites in three hotels, more than 30 restaurants, a luxurious spa, more than 50,000 square feet of premium meeting and event space, 24 retail shops, and five entertainment venues, including the 1,400-seat Fox Theatre. Conveniently located adjacent to Foxwoods is Lake of Isles™, featuring two 18-hole championship golf courses designed by Rees Jones and a state-of-the-art Golf Academy. In May 2008, the MGM Grand at Foxwoods® debuted, adding 825 luxurious guest rooms, 115,000 square feet of meeting space, the 4,000-seat MGM Grand Theater, a 21,000-square-foot spa, and more dining, retail, and gaming facilities, bolstering Foxwoods’ preeminence as the East Coast’s ultimate casino resort destination. Foxwoods supports responsible gaming, and plays a leadership role in the Connecticut Council of Problem Gambling, of which it was a founding entity. For more information, call 1-800-FOXWOODS or visit www.foxwoods.com.
About the Mashantucket Pequot Tribal Nation
The Mashantucket Pequots are a native Algonquin people in southeastern Connecticut, having endured centuries of conflict, survival, and continuity on and around one of America’s oldest Indian reservations, established in 1666. As the first native people within the borders of the continental United States to suffer attempted genocidal massacre by Puritan Colonists in 1637, the Pequots and their repatriation is an unprecedented story of restoration exhibited in detail at the Tribe’s world-class Museum and Research Center (www.pequotmuseum.org). Today the Mashantucket Pequot Tribal Nation owns the largest resort casino in the world, Foxwoods Resort Casino (www.foxwoods.com), along with several other economic ventures including the Lake of Isles Golf Course (www.lakeofisles.com), a joint-venture partnership establishing the MGM Grand at Foxwoods, and Foxwoods Development Company dedicated to world-class resort development throughout the United States and Caribbean. All together, the Mashantucket Pequot Tribal Nation remains one of the State of Connecticut’s highest tax payers and largest employers. Likewise, the Tribe provides significant financial contributions to state and local nonprofit organizations that support neighboring communities.