The Phoenix Suns unveiled their new marketing campaign today with the help of the Arizona Science Center, which hosted an afternoon press conference to announce the discovery of "Planet Orange."

>> Video: Planet Orange preview

On hand for the unique event, held in the center's planetarium, were Suns GM Steve Kerr and renowned University of Arizona scientist Peter Smith, along with the Suns' Gorilla in full space suit and Planet Orange dancers.

The campaign had been teased in newspaper print ads and TV spots, or "transmissions," in the days leading up to the unveiling and will be expanded throughout the team's 2007-08 advertising platform.

The theme will also come to life in a new online social network for Phoenix fans, who can "become citizens" of Planet Orange by building their personal fan profile pages, writing their own blogs and uploading their fan photos and videos. Fans are encouraged to begin creating their basketball or Suns-themed videos now in anticipation of the launch scheduled for early October.

Named for the orange glow that can be seen for miles coming from US Airways Center, Planet Orange is described as a world where the atmosphere is electric and the laws of gravity do not apply. According to Kerr, it is a world where Mike D’Antoni rules, Steve Nash leads and Amaré Stoudemire is a force of nature.

It is a world where all inhabitants share a common trait. They are all fiery, fervent and forever Suns fans and every one of their attitudes is colored exactly the same... WELCOME TO PLANET ORANGE.