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The Official Site of the Arizona Coyotes


by Staff Writer / Arizona Coyotes

Thursday, February 7, 2008
GLENDALE, ARIZONA --- The Phoenix Coyotes were awarded first prize for Best Alternative Advertising at the 5th Annual NSF ADchievement Awards, which were presented Jan. 28 – 30 at the 2008 National Sports Forum in Memphis, Tennessee.

The Coyotes’ Alternative Media efforts included a variety of promotions that were implemented throughout Phoenix.  The promotions included 3D Picture Environments at local malls, Mirror Clings (photo attached) installed at bars and restaurants, Bar Coasters that were distributed at local bars and a Puck Truck Stunt (photo attached) to support opening night around the city.  The Coyotes also launched, an interactive microsite that promotes the club’s “Hockey Headquarters: All Things Hockey” marketing campaign.
“One of our challenges is to create awareness and excitement for the start of the NHL season while temperatures in Phoenix are still in the triple digits,” said Coyotes Chief Marketing Officer Michael Bucek.  “This season, we decided to try some new methods using Alternative Media to help launch the season and it paid off. This out-of-the-box approach complemented our traditional advertising and helped us sell out Opening Night while creating awareness that Coyotes hockey was back”

The Coyotes worked with local agency, Blind Society in the concepts and execution of their marketing strategies.
“The recognition the Coyotes and Blind Society have received further validates the tremendous growth in alternative media usage,” said Brand Visionary of Blind Society, Darren Wilson. “The Coyotes needed a campaign that was viral, entertaining and cost effective in generating a buzz for their young and aggressive team.”
In addition to winning the Best Alternative Advertising award, the Coyotes were one of only six finalists in the categories for Best Out-of-Home and for the 2008 Grand Prize Overall Award of Excellence.
Finalists in each category were determined by an independent group of Southern California advertising experts, and attendees at the 2008 National Sports Forum determined the winners of each category. This year more than 500 submissions were entered into the competition from teams, universities and agencies. More than 50 total organizations submitted entries from the NHL, NBA, MLB, NFL, MLS, NASCAR, and NCAA as well as numerous others including minor league teams, television networks, and private corporations.

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