SBD/21/Franchises

ROYALS MARKETING PLAN GIVES FANS A FLASHBACK, PREVIEW

     The Royals will launch a new marketing campaign with the
tagline "Get in the Game," featuring legend George Brett and
"wunderkind" Johnny Damon in a TV spot they hope mixes "the
Royals' winning tradition with a bright-looking future."  The
K.C. STAR's Dick Kaegel writes that Brett "more than anyone, says
'Royals' to the public."  In the spot, Brett and Damon are shown
watching TV and "battling over the remote control," as Brett
continually flips back to clips showing highlights of his career,
while Damon opts for clips featuring himself.  The Royals are
also addressing several other areas in an attempt to boost
"sagging" ticket sales from last season.  The Royals recently
became the final MLB team to have a computerized ticketing
system, as it inked a deal with Ticketmaster.  Royals GM Herk
Robinson said the team will offer tickets with only a $1 service
fee -- the lowest in MLB -- covering any additional costs.  The
team is also offering family nights, they staged an offseason
caravan tour, and will premiere a mascot during its April 5 home
opener against Boston (K.C. STAR, 2/21).
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