MASHANTUCKET, CT: Foxwoods Resort Casino has hired its first PR agency, picking Euro RSCG Middleberg over other two finalists Dan Klores Communications and RF Binder Partners.
Middleberg will put three to four people on the account, which will bill in the six-figure range, said Don Middleberg, chairman and CEO of the firm.
"They're really expanding. They're becoming more aggressive in bringing in things like two major golf courses and a Hard Rock Caf?," said Middleberg.
Martin Kramer, Foxwoods' director of advertising, said he felt the time was right to take on an outside agency to aid in a range of PR projects. He selected Middleberg because of its strength in marketing PR and because "they very quickly grasped the issues we need to focus on."
While the resort has done aggressive advertising in the past, it had handled PR in-house until now.
The Hard Rock Caf? is scheduled to open in 2004, and the golf courses will follow in the spring of 2005. Foxwoods' search for an agency extended over three months.