MASHANTUCKET and UNCASVILLE, CT: Both Foxwoods Resorts and Casino and Mohegan Sun, Native American tribe-owned casinos that primarily serve the Boston and New York areas, are stepping up promotion of major new property expansions.
Foxwoods, which recently brought on Lou Hammond & Associates as AOR in place of Dan Klores Communications, is gearing up to tout a new facility, MGM Grand at Foxwoods, that opens next spring and will, among other things, double Foxwoods' existing convention space.
Lou Hammond VP Sue Dorn, formerly of Middleton & Gendron - which, along with Kirshenbaum Bond & Partners and Regan Communications, works with Mohegan Sun - said that in addition to ongoing advertising and marketing efforts, media outreach will target consumer and trade outlets locally, regionally, and nationally that are interested in Foxwoods' upscale spas, restaurants, and shops.
"We want to build excitement and anticipation for the new properties between now and next spring, but at the same time continue to create publicity for the existing Foxwoods products," Dorn said. "We're really going after the consumer who is looking for a luxurious East Coast experience."
Fierce rival Mohegan Sun, meanwhile, whose former PR director Saverio Mancini also recently defected to Foxwoods, said its communications are also focusing on new facilities, including a new hotel; expanded gaming areas, with additional tables for the large number of Asian visitors the casino draws; and new shops and restaurants.
Mohegan Sun SVP of marketing Anthony Patrone said promotional activities include the hosting of auctions by Christie's, Basketball Hall of Fame ceremonies, and tie-ins to the WMBA franchise Connecticut Sun that the casino owns and operates.
"We really need to be as broad as we can in these efforts," he added. "It really is a challenge for us to have such a spectacular facility but get people to realize that it's not just some barn in the middle of nowhere."