Mashantucket, CT: Foxwoods Resort Casino has retained Dan Klores Communications (DKC) as its AOR, as of May 1st. While the deal amount was not disclosed, Foxwoods' director of advertising Marty Kramer called it "a significant amount." DKC was a finalist in the pitch, along with RF Binder Partners, when Foxwoods hired Euro RSCG Middleberg as its first PR AOR in November 2003. Earlier this year, Middleberg was combined with Magnet Communications and renamed Euro RSCG Magnet, which is owned by Havas.
Euro RSCG Magnet's work with the gaming resort ended in April, according to president and COO Aaron Kwittken.
Kramer, who also handles the firm's marketing and PR efforts, said that the Euro RSCG restructuring factored into their decision.
"When we went through the original search September '03, the agency that we hired was Middleberg, and Middleberg no longer exists," Kramer said.
He added: "Folks that were on our team were no longer on our team and some of the reasoning behind the decision seemed to disappear. It was an unexpected change and a little unsettling."
"It was a great relationship and we parted ways amicably. We enjoyed working together and wish them all of the best," Kwittken said.
Foxwoods contacted DKC shortly after the relationship ended with Euro RSCG Magnet. DKC was chosen based on its experience in entertainment, Kramer said.
"We felt that continuity was very important going forward and there are so many things we needed to accomplish," Kramer said. "Dan Klores' organization makes such a huge commitment and they're very talented."
DKC's initial focus will be on the Foxwoods' $300 million expansion due to be completed in spring 2005. DKC will also handle publicity for all of the casino's initiatives and events.
"We're putting together a multi-disciplinary team - across entertainment, sports, gaming, and others - so we can make sure we bring the results that Foxwoods require, and we will be staffing it according," said Luana Floccuzio, managing director and COO of DKC. "Our focus is going to be on positioning them as a tourist destination. It gives us a chance to tell everyone that Foxwoods is a place to go to be entertained."