Coyotes roll out 2.0 marketing campaign

The Coyotes launched their 2016-17 marketing campaign Monday with a letter to their fans that combines an apology with a turning of the page.

The apology cover an array of past indiscretions: Slogans, taglines, insecurity.

The Coyotes 2.0 campaign -- which plays off the team's 20th season in Arizona -- promises action instead of words.

"We're not merely going to promote that we're 'Here to Stay.' We're going to SHOW you.

"We're not going to tell you that we're 'One Pack.' We're going to show you.

"We're not going to tell you it's 'Hockey the Hard Way.' We are going to show you.

"No taglines.

"No promises.

"No excuses."

Team president and CEO Anthony LeBlanc told Craig Morgan of ArizonaSports.com that "we feel like it's time to let the team do the talking."

To that end, they will roll out a series of promotional ads featuring Coyotes players talking about a variety of grass-roots topics.

"I thought the best way for us to reconnect with our fans was for them to get to the know the organization and the players," said Josh Margulies, the team's new vice president for marketing. "The players make hockey different form baseball, basketball and football. Everybody loves hockey players. We wanted to highlight that."