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COYOTES REBRAND WITH 'BE COYOTES COOL' CAMPAIGN

by Staff Writer / Arizona Coyotes
FOR IMMEDIATE RELEASE:

Monday, Oct. 6, 2008

GLENDALE, Ariz. – Phoenix Coyotes Executive Vice President and Chief Marketing Officer Michael Bucek has announced that the team is launching a new marketing theme for the 2008-09 hockey season.

“Be Coyotes Cool”
The “Be Coyotes Cool” campaign will supplement the Coyotes’ ongoing “Hockey Headquarters” initiative and will showcase a variety of Coyotes players including Captain Shane Doan, defensemen Ed Jovonovski and Derek Morris, centers Olli Jokinen and Kyle Turris, right wing Peter Mueller, and goalie Ilya Bryzgalov.

“The Coyotes roster features a great blend of proven NHL talent and some of the league’s most exciting young athletes,” said Bucek. “Hockey is the greatest live sport and our athletes are without a doubt ‘cool’ so we felt this was a great way to highlight our players in our marketing efforts.”

Creative elements of the “Be Coyotes Cool” campaign will be executed via television, radio, print, online and outdoor advertisements.

Pierre is back!
Pierre the Fanatic Hockey Snowman is also making his return to the Coyotes’ marketing campaign, after he recently announced his candidacy for president of the United States. As he campaigns for the White House, Pierre will be featured in a variety of mediums including newspaper and radio advertisements, outdoor billboards, viral videos and other materials on his campaign headquarters Web site at www.Pierre08.com.

Pierre’s more popular campaign slogans – some of which take direct shots at the other candidates – include “Obama has a weak slapshot,” “McCain is a figure skater,” “I have a plan filled with action,” “Give me hat tricks or give me death,” and “I promise you hot pretzels and nachos with cheese.”

PhoenixCoyotes.com redesign
Also being launched is a redesigned PhoenixCoyotes.com that incorporates “Be Coyotes Cool” design elements including fonts and images, as well as an all-new Coyotes TV media player where fans have access to exclusive game previews, recaps and other feature videos.

The redesigned Web site also features comprehensive daily coverage of the team including game stories, notebooks, feature stories and blogs written by Coyotes staff members, broadcasters and players.


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