MASHANTUCKET, CT: 451 Marketing has won Foxwoods Resort Casino's AOR account for PR after a review.
The agency was picked out of “many firms” that pitched for the brief, said AJ Gerritson, founding partner of the shop. Further information on the review process was not disclosed.
Foxwoods representatives were not available for comment.
It is understood that the resort worked with The Zimmerman Agency prior to bringing on 451. Zimmerman representatives were not immediately available for comment.
With five staffers on the account, 451 will work with Foxwoods to launch a fully integrated campaign to blend traditional PR with digital media, said Gerritson. The firm began working on the brief last week.
One primary goal is to “reintroduce the brand of Foxwoods back to the Northeast and get people excited about the resort casino and let them know all about its different amenities,” he added.
Gerritson said the initiative will launch in a few weeks. While Foxwoods' target demographic is wide, ranging from men and women ages 25 to 60, the campaign will focus more on engaging the younger side of this group.
The firm will reach out to members of the media and bloggers in the Northeast US, including in the lifestyle, entertainment, and hospitality sectors.
Social media is handled in-house at Foxwoods, but Gerritson said 451 will work with the internal team on some social efforts.
The contract is for one year. Budget information was not disclosed.
Foxwoods has six casinos, along with numerous hotels, restaurants, spas, golf courses, theaters, and retail shops.