The Pirates are blessed (is that an oxymoron?) with many inherent strengths. First, it has a name that instantly conjures up images that complement the rough, tough, take-no-prisoner attitude of a professional hockey team, including the strong but limited vocabulary—Arrrrrgh! Their icon/logo and mascot are also distinct advantages. We took all these elements and weaved them through TV, print, radio, web, public relations and merchandising to build awareness and fan support.