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Coyotes Launch "Hockey The Hard Way"

by Staff Writer / Arizona Coyotes

Monday, October 3, 2011

GLENDALE, ARIZONA --- Phoenix Coyotes Chief Operating Officer Mike Nealy announced today that the Coyotes have launched their new marketing campaign, “Hockey the Hard Way” for the 2011-12 NHL season. The campaign, which was developed by Fallon Minneapolis’ newly created sports division, The Room, focuses on the Coyotes’ “us against the world” mentality and the organization’s defiant attitude and resolve to overcome adversity.

“We are very pleased with the campaign,” said Nealy. “Our fans, staff and players have been through a lot the past few seasons and yet that hasn’t prevented our organization from succeeding on and off the ice. Whatever adversity we face as a group, we meet it head on, embrace it and defeat it. This campaign speaks to our “one pack” attitude and our ability to bring our players, coaches, staff and fans together to overcome all odds and make hockey work in the desert.”

Despite ownership uncertainty and constant rumors of relocation, the Coyotes, led by General Manager Don Maloney and Head Coach Dave Tippett, have enjoyed great success on the ice, clinching playoff positions the past two seasons. Under the Guidance of COO Mike Nealy, off the ice, the Coyotes recent off-season renewal rate of 90 percent was the highest in franchise history. The organization’s season ticket base is up 18 percent over last season and up 44 percent over the 2009-10 season. Overall, ticket sales are up 25 percent from last season and up 60 percent from two seasons ago.

“We are thrilled with the progress we’ve made on the business side and we’re optimistic that our Hockey the Hard Way campaign will further unite our fans and create a buzz about our team in the Valley,” added Nealy. “There’s a real against all odds spirit to this hockey team and that is reflected in the campaign.”

The Hockey the Hard Way campaign launched last weekend with a TV spot titled “We Can’t Hear You.” The commercial begins with negative sound bites about the team that are eventually drowned out by a goal horn and a defiant shout from a TV color analyst saying, “This team just won’t go away!” The campaign rolls out this month with outdoor, digital and print blanketing the Phoenix area along with TV and radio spots. Fans can look forward to seeing a lot more of the Coyotes’ marketing efforts in the Valley this year. To view the commercial, please click on the following link:

The Coyotes will begin the 2011-12 NHL regular season on Saturday, Oct. 8 at San Jose. The Coyotes will then play at Dallas (Oct. 10) and Nashville (Oct. 13) before returning to Glendale for their home opener against the Winnipeg Jets on Saturday, Oct. 15 at Arena.
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