'At 95 degrees, there's zero room for fair-weather fans'

Even before the Coyotes won their first three games of the new season they began to roll out a marketing campaign around its young and exciting team.

Coyotes chief marketing officer John Pierce has to be happy young players Max Domi and Anthony Duclair got off to strong starts.

The organization rolled out a 30-second television spot, a 96-second short film (above) in Phoenix-area movie theaters and new digital experiences on its website and social media platforms, NHL.com reported.

"We're done apologizing," Coyotes co-owner, president and CEO Anthony LeBlanc said. "There has obviously been the situation with the League taking over, the bankruptcy, and it always seemed that this team was apologizing to people. You know what? We are unique. We have a unique fan base. You sit in the middle of a desert that is 100 degrees and it doesn't breed hockey on a regular basis, but everything is coming together now. It's a state of hockey mentality."