There are probably easier sales jobs than trying to excite people around Glendale about the Phoenix Coyotes. Selling a submarine to a farmer in Nebraska, for example.
The Coyotes are an anonymous bunch, with a low payroll (29th in the NHL) and without a legitimate star to market. They're also owned by the NHL, searching for a buyer and constantly facing talk there will be a fleet of moving vans backing up to the arena to relocate the team to Canada in the not too distant future. Even with consecutive playoff appearances, the Coyotes aren't considered close to being a Stanley Cup contender.
So how do you sell this product to an otherwise apathetic consumer?
With the brutal, honest truth, apparently.
The cynicism about their success, the feeling that Glendale will never be a hockey town, the "Curse of the Winnipeg Jets," the relocation to Canada … there are all actually referenced in a new ad created to sell Phoenix Coyotes tickets.
Is this the first marketing campaign in NHL histor...