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SBD/September 12, 2013/Franchises
Coyotes' New Ad Campaign Focuses On Future Of Franchise In Arizona
Published September 12, 2013
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TOUGH SELL IN RECENT YEARS: Santiago noted the Coyotes were a tough local sell under NHL ownership the last four years. “Put aside the financial commitment we were asking fans to make, getting fans to make an emotional investment in the team was the tougher sell,” he wrote. “It was definitely not the best environment to try and build a loyal fan base. We were a quality team fighting a negative perception based on the off the ice issues.” Santiago noted the August sale of the team to IceArizona provided much-needed stability, and the Phoenix market now is “receptive to what we have to say and this campaign is the start to building a brand that our fans can be proud of.”