NHL Franchise Notes: Coyotes Unveil New Campaign Titled #WeAreCoyotes

The Coyotes yesterday unveiled a new multi-channel brand campaign, #WeAreCoyotes, which will consist of outdoor, digital, broadcast, theatrical, social and event experiences. A long-form brand film will run during previews in all Phoenix-area movie theaters between the Thanksgiving and Christmas holidays. A 30-second spot will air on regional broadcast outlets, carrying a brand message with callouts to specific games and promotions (Coyotes). In this week's SPORTSBUSINESS JOURNAL, Terry Lefton notes the Coyotes hired Sterling Brands, S.F., to "research what it meant to be a Coyotes fan, interviewing team staffers, sponsors and holding focus groups with fans and season-ticket holders -- all aimed at synthesizing the team’s brand equity." In an effort to "convert young fans, the team is offering a kid-sized Coyotes jersey in exchange for every opposing team jersey exchanged by an adult" (SPORTSBUSINESS JOURNAL, 10/5 issue).

CHANGING OF THE GUARD: The GLOBE & MAIL's David Ebner writes "it can be declared" that the Canucks are President of Hockey Operations Trevor Linden's team now. Linden on Monday officially unveiled a roster with three rookies, two of them 19-year-olds, a "radical departure for the Canucks." RW Jake Virtanen and C Jared McCann were both drafted last year "11 weeks after Linden was hired." This will also -- in theory -- "spark attention in Vancouver, where fan interest faded after the near Stanley Cup five years ago and subsequent cratering." Fans "can cheer for the future -- and, almost as rare as seeing teenagers play here, they can cheer for a hometown player" in Virtanen (GLOBE & MAIL, 10/7).  

FOOD FOR THOUGHT: In Philadelphia, Michael Klein reported the "big news for Flyers and Sixers crowds this season will be the addition of three Chick-fil-A stands and the introduction of Lee's Hoagies, which has two stands," at Wells Fargo Center. Though preseason crowds "have seen the changes, the official debut is Oct. 12 with the start of the Flyers season." Additionally, Aramark is "setting up a healthy-options stand at Section 123 with a Greek wrap" (PHILLY.com, 10/6).