GLENDALE - The Coyotes unveiled a new marketing campaign on Monday based around their 20th anniversary in Arizona. It's called "Coyotes 2.0."
"We want to turn the page on 1.0. We want to be the next generation," said Josh Margulies, the team's vice president of marketing.
The team dropped the puck on the campaign by publishing a letter to fans apologizing for past marketing campaigns.
NOTE: Click HERE to read the Coyotes 2.0 letter to fans
"We want to learn from our mistakes and we want to upgrade," Margulies said. "No promises, no excuses, no taglines. Let's just try to be as raw and real and personable as possible."
As part of the campaign, the Coyotes will unveil a series of TV ads featuring captain Shane Doan, Oliver Ekman-Larsson, Max Domi, Anthony Duclair and Connor Murphy in behind-the-scenes environments.
"Some of our ads in the past have been over-produced. This is not; it's stripped down production," Margulies said. "I thought the best way for us to reconnect with our fans was for them to get to the know the organization and the players. The players make hockey different form baseball, basketball and football. Everybody loves hockey players. We wanted to highlight that."
Team president Anthony LeBlanc said while the ad campaign tips a hat to the team's first 20 years it's more about the future and the optimism surrounding what lies ahead.
"This is the first time in my three years here that the offseason isn't causing the kind of panic that we've seen in the past - when were in the process of buying the team or all the relocation rumors were swirling," LeBlanc said. "The first couple of seasons, people were focused on the out clause but there hasn't been any of that this summer. It's been about what we were building."
Video: Coyotes 2.0