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Coyotes Launch First-Ever, Multi-Faceted Brand Campaign Designed To Celebrate TheUnique DNA of Hockey in Arizona

by Staff Writer / Arizona Coyotes
Glendale, Arizona – The Arizona Coyotes of the National Hockey League today unveiled an exciting new brand campaign that celebrates and underlines the unique DNA of hockey in Arizona.

The campaign captures the essence of the 19-year-old team: born of the desert but with ice hockey in its blood. Admittedly, the Coyotes franchise has had its ups and downs. In its 19th season in the Valley of the Sun, this campaign celebrates the fans who go out of their way to get their hockey fix and the players who inspire them, all the while answering the critics who say hockey doesn’t belong in Arizona.

Built on the values of integrity and selflessness, the Coyotes are inviting hockey fans to be a part of the #WeAreCoyotes pack, and will support the call to action through a series of online and offline activities.

The multi-channel campaign will consist of outdoor, digital, broadcast, theatrical, social and event experiences, and will honor the uniqueness of the Coyotes’ authentic and inclusive hockey culture.

“This proud campaign is a celebration of our extraordinarily loyal fans who are arguably the most devoted in the entire NHL,” said Coyotes Co-Owner, President and CEO Anthony LeBlanc. “This campaign focuses on our very bright future on and off the ice and our commitment to Arizona.”

“Arizona is a great hockey market,” said Coyotes Executive Vice President and General Manager Don Maloney. “We are very fortunate to have some of the most passionate fans in the entire NHL here in the Valley. It’s time for us to celebrate our uniqueness and show our pride for our team and our players.”

Media Rollout

A long-form brand film will run during previews in all Phoenix-area movie theaters between the Thanksgiving and Christmas holidays.

The OOH will be featured on digital billboards throughout the greater Phoenix area.

A :30 spot, which galvanizes fans and viewers to join the pack, will air on regional broadcast outlets, carrying a strong brand message with callouts to specific games and promotions.

While the :30 spot has been running since September 8, all other advertising assets will be rolled out this week, and will run throughout the duration of the season.


The Coyotes will also be engaging fans through creative video content that will be unveiled on its website, including:

· Coyotes Tracks: A weekly video series hosted by Coyotes host, Lindsey Smith, will recap the past week of Coyotes hockey – from celebrations to bloopers and fans’ social posts to player news

· 3 O’Clock Feeding: A short video series that will be shared each game day, including information about the upcoming game, milestones, interesting facts, rivalries and stats

Social Media

The Coyotes’ social media platforms have doubled in both followers and engagement since the start of last season. Through Snapchat and other social platforms, fans will be taken behind the scenes at Gila River Arena like never before.

Specifically, fans will be invited to download a pair of “Coyote eyes” to their mobile device and unleash the howl. When the teams take the ice just before the puck drop, the eyes will come out, creating a distinct “welcome” for opposing teams.

Another new tradition this season will be the “Top Dog Howl of the Game, Presented by Bar S Foods.” Taking place in the short window after the national anthem and before the puck drop, one local celebrity or community hero will be selected to lead the fans in the first “howl of the game.”

The Coyotes will host a game-day social promotion for fans around #OELSelfie. Each game day, one fan will be selected to take a selfie with Coyotes Defenseman Oliver Ekman-Larsson during the pre-game skate. The fan and player selfie will then be shared from the official @ArizonaCoyotes Instagram and Snapchat accounts.


The campaign will have multiple experiential touch-points to help drive interest and awareness, including unprecedented partnerships with all local ice rinks. The Coyotes new “Part of the Pack” program showcases local youth hockey teams during intermissions, creates relationships between specific Coyotes players and local rinks and provides on-ice clinics and Coyotes jerseys for all house league teams.

Additionally, a new mobile tour will travel to events and festivals all around Arizona, allowing fans to experience the game of hockey first hand and show off their passion for the Coyotes.

Finally, the Coyotes recognize they play in an area home to many transplants who bring their allegiances to other NHL teams with them. Therefore, for every opposing team jersey exchanged by an adult, each child will receive a Coyotes youth jersey.

“We are happy to give parents with allegiances to other NHL teams, the opportunity to have their kids grow up cheering for their hometown team, the Coyotes, just as they had the opportunity to cheer for their hometown team growing up,” added Coyotes Chief Marketing Officer John Pierce.

The :30 television spot can be downloaded here, along with the brand film and images from the print and OOH campaign.

· TV Spot

· Brand Film

· Campaign Imagery

The Arizona Coyotes will begin its 19th season on Friday, October 9th, when they visit the Los Angeles Kings.

The team’s first home game on Saturday, October 10th, is expected to draw a boisterous crowd. For more information or to purchase tickets, fans may go to

About the Arizona Coyotes
The Coyotes are entering their 19th season in the Valley of the Sun. The Coyotes play in the Pacific Division of the Western Conference of the National Hockey League (NHL). On the ice, the Coyotes are led by the league’s longest-serving Captain Shane Doan, one of the NHL’s best defensemen in Oliver Ekman-Larsson, as well as goaltender Mike Smith. Off the ice, the club is led by Owner and Governor Andrew Barroway, Co-Owner, President and CEO Anthony LeBlanc, 2010 GM of the Year Don Maloney and 2010 Jack Adams (top coach) winner Dave Tippett. The Coyotes were founded in 1972 as the original Winnipeg Jets of the World Hockey Association (WHA) and were one of four franchises that joined the NHL when the WHA folded in 1979. The Coyotes moved to the Valley of the Sun on July 1, 1996.

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