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ROYALS MARKETING PLAN GIVES FANS A FLASHBACK, PREVIEW
Published February 21, 1996
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).