Paul LaPolice.

THE CANADIAN PRESS

WINNIPEG -- Paul LaPolice wants to change the Winnipeg Blue Bombers' reputation -- on and off the football field.

The former Saskatchewan Roughriders offensive co-ordinator was officially unveiled as Winnipeg's 28th head coach Friday. LaPolice, 39, replaces Mike Kelly, who was fired in December after a 7-11 rookie season that was marred by clashes with fans, players and the media.

"We want to make sure we put a professional face on this organization," LaPolice said with his wife Tina -- a Winnipeg native -- and young daughter Payton by his side. "I'll do my utmost.

"I'm humbled by the opportunity. I'm going to work very hard for this community and I'm going to do my best to represent it in a positive light."

LaPolice joined the Riders in 2007, earning a Grey Cup ring as the club's receivers coach when Saskatchewan beat Winnipeg in the CFL title game. He was promoted to offensive co-ordinator in 2008.

LaPolice began his CFL coaching career in 2000 as Toronto's running backs-receivers coach. He spent two years with the Argos before having a second stint with the club in 2006.

He also spent two seasons with Winnipeg (2002-'03) as its offensive co-ordinator and quarterbacks coach. The club set 14 offensive team records in 2002, including Khari Jones throwing for 46 touchdowns and slotback Milt Stegall catching a league-record 23 TD strikes.

The Bomber offence dropped off the following season and LaPolice was let go. He moved to Hamilton as the Tiger-Cats receivers coach in 2004 and '05.

LaPolice was hired for his second go-round with the Bombers over Hamilton defensive co-ordinator Greg Marshall, who was considered the frontrunner. Marshall was Winnipeg's defensive co-ordinator when he was passed over twice for the head-coaching job, first in favour of Doug Berry and then Kelly.

Joe Mack, Winnipeg's new vice-president and GM of football operations, said he was impressed with LaPolice's offensive abilities.

He noted LaPolice helped Saskatchewan to a 12-6 record in 2008 despite using four quarterbacks. This past season, he helped guide rookie starter Darian Durant and a receiving corps of four non-imports to a berth in the Grey Cup, where the Riders lost a heart-breaking 28-27 decision to Montreal.

"The thing that really was the deciding factor was the reports I was getting and the sense I was getting in the interview process about the character and the integrity that Paul would bring to the football club," Mack said.

LaPolice said Marshall is a "great friend" of his.

"I trust (Mack's) decision, I trust his ability to believe what this team needed," LaPolice said.

The New Hampshire native plans to hire an offensive co-ordinator with CFL experience, although he will take a hands-on approach.

"I still will be the primary play-caller," LaPolice said.

Last season, Saskatchewan's offence ranked second in the CFL in scoring and touchdowns. Winnipeg's offence was seventh in points scored and TDs.

"This game is about you having to put points on the board ... ," LaPolice said. "We'll do some things creativity-wise to force people to have problems and mismatches in coverage and we'll get people open."

LaPolice will evaluate Winnipeg's quarterbacks, including veteran Michael Bishop, whom he worked with in Toronto and Saskatchewan.

"It's not going to be just about the quarterback position," LaPolice said. "We need to get better across the board."

Bishop was parachuted into Winnipeg last season after rookie starter Stefan LeFors faltered through the first four games. Bishop was excited about the hiring of LaPolice.

"He definitely takes major steps in taking an offence and putting them in the best situation," Bishop said Friday from his Texas home.

Bishop says he's been working out hard this off-season -- adding he's lost 15 pounds -- and is looking forward to competing for a job at training camp and getting a fresh start.

"I'm excited for everyone that was a part of that locker-room last year, that went through the ups and downs, the good and bad times ... " Bishop said. "Adding a new coach in with a new philosophy is a big plus for us."