In an adage.com interview with Foxwoods CMO Rebecca Carr, she speaks about how Foxwoods is trying to show that they are more than just gambling at this Connecticut casino. Their new strategy focuses on an "Anything but Ordinary" campaign that focuses on a "more than gaming" strategy that works to compete with other east coast casino-resorts and furthermore, online gambling.
Carr believes that previous advertising has gotten a bit "out of control" and had been sending "mixed messages." She focused on having a strategic brand that grew along with the development of their brand. They intend on taking a traditional and non-traditional advertising approach with ads on TV, billboards, newspapers, sweepstakes, scratch cards, etc. Foxwoods targets primarily the New England region. Foxwoods has a new three-fold approach focusing on the brand, the rewards-program, and segmentation. The key attributes they want to work on are luxury, fun, and service. These new initiatives hopefully will provide a new fire under this casino-resort.
East coast casino-resorts have been growing in popularity and strengthening this past year. Foxwoods is directly competing with other New York casinos and more specifically, Atlantic City. This year, Atlantic City casinos, recorded it's first positive quarter in years and is working hard each day to attract more people to its hotels and casinos. The east coast is growing in its' casino-resort offerings and customers no longer have to look only at Vegas for that all-inclusive luxurious entertainment experience.
Read the original article at:
http://adage.com/article/cmo-interviews/cmo-q-a-foxwoods-seeks-rebuild-brand-gaming/232765/
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