hospitality
Foxwoods Rebrands With 'This Is How We Resort'
- by Danielle Oster , February 3, 2025
Foxwoods Resort Casino is rebranding with a “This Is How We Resort” campaign celebrating its evolution and future.
The Mashantucket, Connecticut resort casino highlights its status as a leading gaming and hospitality destination in the Northeast, and the breadth of its offerings on and off the casino floor.
A release announcing the rebranding campaign also noted the brand’s visual evolution, with “cinematic photography, bold typography, and vibrant colors” playing a role in the latest evolution of the brand.
A 30-second hero ad introduces the new “This is how we resort’ tagline near its conclusion. The spot opens with a voiceover describing a realization arriving “between the things you expect” and “the things you never saw coming” that “Foxwoods is like no other.” Another iteration of the ad forgoes references to the casino for which Foxwoods is primarily known and focuses exclusively on its non-gaming attractions.
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Foxwoods rolled out campaign videos and images on social channels including its Instagram page -- where a series of image posts collectively spell out the “This is how we resort” tagline.
Foxwoods created the campaign in collaboration with Joe Bishop Creative, whose founder and creative director, Joe Bishop, said the approach centered around “showcasing not just the breadth of what Foxwoods offers, but also the emotional connections guests form through the experiences they create here."
“This Is How We Resort” arrives ahead of some upcoming attractions at Foxwoods.
‘Iron Chef’ and “Iron Chef America’ star Masharu Morimoto will open a Momosan Foxwoods by Morimoto restaurant this spring within Foxwoods’ Great Cedar Concourse. Foxwoods is also expanding its family attractions, partnering with Great Wolf Lodge to bring an indoor water park to the resort this spring.
The campaign will run across a series of platforms, including digital, OOH, social media, and event marketing activations, which the brand says align to create a "seamless, harmonized brand identity."
