Foxwoods Re-Introduces Iconic Theme Song

“Wonder of it All” Talent Contest Latest Unique,

Cutting-Edge Marketing Tool for Industry Leader



MASHANTUCKET, CT (November 5, 2009) – Anyone with even the slightest clue about pop culture throughout the 1990’s could likely sing a few lines of Foxwoods Resort Casino’s catchy “Wonder of it All” theme song – if not recite the entire jingle from start to finish. Now, in an effort to connect with a new audience – as well as reconnect with longtime fans – North America’s largest resort casino has launched a marketing and promotional campaign geared at finding a new voice for the once ubiquitous song.

Foxwoods is implementing a comprehensive promotional campaign that employs an integrated mix of new and traditional mediums to reach its target audiences, and utilizing a variety of marketing and advertising channels to inform consumers. By leveraging social media (Facebook, Twitter, YouTube); viral and grassroots marketing; a dedicated online presence; and outdoor, print, radio and web advertising, the resort casino has its sights set on not only aspiring musicians and untapped talent but, rather, the “MTV Generation” as a whole – a demographic that might not be as familiar with the brand’s rich and storied history as are those of an older demographic.

In its search for new talent, Foxwoods is giving musicians the opportunity to upload their take on the famous theme song to www.bethewonder.com, where the public will be invited to vote for their favorite versions. And although musicians throughout the country are invited participate, Foxwoods is focusing its marketing efforts in major New England markets, including Hartford, Boston, Providence, Worcester and Portland, Maine. In conjunction with its media partner, The Phoenix Media Group, Foxwoods will further bolster awareness of this campaign through extensive promotion in affiliated radio, print and online outlets, including The Phoenix newspapers, Stuff magazine, WFNX-FM and www.thephoenix.com.

A panel of Foxwoods executives will then review the top 50 online vote recipients and choose 10 musicians to perform before a panel of celebrity judges on February 27. In addition to becoming the new voice of North America’s largest resort casino, the winner will receive a year-long promotional contract and a $25,000 grand prize package, including top-of-the-line music equipment, a Foxwoods VIP Package, studio time, an advertising schedule and more.

“The Wonder of it All,” originally sung by John Pizzarelli, was used in a Foxwoods Resort Casino commercial that premiered in April 1999. The song became synonymous with the property and helped establish Foxwoods as one of the premier resort casinos in North America. The jingle impacted pop culture in such a profound way that it was featured in Sports Illustrated and parodied on “Saturday Night Live.”

This isn’t the first time Foxwoods has taken a non-traditional approach to marketing the award-winning property. Just last month, North America’s largest resort casino paved its way into the consumer technology space with the launch of a Foxwoods-branded mobile application. This first-ever resort casino branded application in the casino gaming category boasts a ‘game play’ feature, allowing users to try their hand at Foxwoods-themed games using ‘play money.’ The game simulates all the sights and sounds of an actual casino, creating a virtual environment that will immerse consumers in the Foxwoods experience. The Foxwoods-branded iPhone application also offers users access into a virtual “velvet rope club” in the form of a dedicated concierge service, marking the first time a service like this is available on the iPhone. The property-branded iPhone application, much like this latest promotional campaign, is just another way for consumers to interact with the Foxwoods brand in a fun, modern and engaging way.