During the first two seasons of the Minnesota Wild's NHL infancy, very little needed to be done to promote professional hockey in the Twin Cities. Seven years earlier, the owners of the North Stars relocated that team to Dallas, giving hockey-loving Minnesotans a frostbite-caliber kiss-off. With the return of the NHL, in 2000, hockey fans across the state bought up tickets in a frenzy; in fact, the Wild proceeded to sell out the first four-and-a-half year's worth of games, which left very little need for advertising. Fortunately, for hockey fans and creative partners Andrew Miller and JC Estensen, the Wild's management agreed to let them do a series of ads to promote both the NHL and youth hockey throughout the state, one of the upshots of which was the authoring of the state's now famous hockey tagline: The State of Hockey.