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Coyotes to Launch "Hungrier Than Ever" Marketing Campaign Sept. 8

by Staff Writer / Arizona Coyotes


Thursday, September 5, 2013

GLENDALE, ARIZONA – Phoenix Coyotes President and CEO Anthony LeBlanc announced today that the Coyotes will be launching their new marketing campaign for the 2013-14 NHL season on Sunday, September 8. The new campaign is called “Hungrier Than Ever”.

The campaign, which was developed by Cramer-Krasselt in Phoenix, builds off the Coyotes previous “Here To Stay” campaign which communicated the message of ownership stability and commitment to the Arizona sports market and fans. The new campaign reflects the fact that the Coyotes are not satisfied yet. Now that new ownership is in place and the team is “Here To Stay”, the Coyotes are hungry for more. The team is excited about a new era of hockey and hungry for the Stanley Cup.

“We are very excited about our new campaign and thrilled to be partnering with a first class agency like C-K,” said LeBlanc. “Our new marketing campaign, ‘Hungrier Than Ever’, conveys to our fans that we are not satisfied yet and that we are looking forward to a bright future here in the Valley and a new era of Coyotes hockey. The Coyotes organization, our players, our coaches and our fans all want more. Don Maloney and Dave Tippett have assembled a very talented and competitive team and we are all hungry and focused on one thing…winning the ultimate prize, the Stanley Cup. We are confident that this campaign will excite our fans about Coyotes hockey and the upcoming season.”

The Coyotes have qualified for the Stanley Cup playoffs three of the past four seasons and in 2012, the team won its first division title and advanced to the Western Conference Final against the eventual Stanley Cup champions. With new ownership now in place, the Coyotes are looking forward to stability and a bright future.

“With an authentic, gritty attitude, this campaign is a rallying cry for Coyotes fans, players, staff, as well as all of Arizona,” said Ian Barry, C-K’s Executive Creative Director. “It's a campaign that looks toward the future. With new owners, a real home, and the same underdog mentality the Coyotes have always prided themselves on, the stage is set for a new era of Coyotes hockey. And we’re excited to be a part of that with the introduction of this campaign."

The “Hungrier Than Ever” campaign will launch around the Valley on Sunday, September 8 with the Coyotes new TV spot that features Captain Shane Doan. The commercial will debut during the Arizona Cardinals/St. Louis Rams game. Radio, TV and print ads will be seen throughout the Valley next week and the campaign will continue to roll out with digital and outdoor presence as well as new versions of the TV and radio spots throughout the season.

NOTE: Click here to see what happened behind the scenes as captain Shane Doan starred in the team's TV commercial for the 2013-14 season.

The Coyotes will open the 2013-14 NHL regular season on Thursday, October 3 against the New York Rangers at Arena. Game time is 7:00 p.m. Coyotes single game tickets went on sale today. For ticket information, please visit or call 480-563-PUCK (7825).

About Cramer-Krasselt

At C-K, our mission is simple: Make friends, not ads. ® It’s how we helped Corona surpass Heineken as the number one imported beer, drove Porsche to make 2012 the best sales year since 1986 and 35% ahead of that already in 2013; made Johnsonville Sausage sizzle with 6.5% growth amidst a category decline; and bumped Panera Bread’s website visits more than 300% with the launch of a new campaign. Our friend-making mindset not only drives our ideas, it also drives our structure. We’re built without silos or competing interests to truly tap into an ever-expanding range of disciplines, from advertising to SEM/SEO to social to analytics—whatever it takes to create compelling brand experiences. This philosophy has fueled our growth, making C-K the nation’s second largest independent ad agency and placing us among the top 20 advertising and digital firms in the country with more than 500 employees and $1 billion in annual billings. Headquartered in Chicago with offices in New York, Milwaukee and Phoenix, we represent major brands across virtually every industry, including: BRP (Ski-Doo, Sea-Doo, Evinrude), Cedar Fair Amusement Parks (Cedar Point, Knott’s Berry Farm and 10 others), Corona Extra, Edward Jones, Heinz (Ketchup, Smart Ones, Classico, Ore-Ida, Steam n’ Mash), Johnsonville Sausage, MGM Grand, Panera Bread, Patrón, Porsche, SRP, Spice Islands, Valley Toyota Dealers and Vitamix. For more information, visit Cramer-Krasselt at

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