SBD/September 18, 2012/Franchises

After "Our Time" Slogan Falls Flat, Royals Seek New Ad Agency For '13 Campaign

Royals in a brief acknowledged the team has become associated with losing
The Royals are scrapping their “Our Time” campaign and “looking for a new marketing campaign to keep fans coming back in 2013,” according to Paul Koepp of the K.C. BUSINESS JOURNAL. The team’s creative account "is in review, and current agency VML is heading for the showers." In a “confidential brief distributed to local advertising agencies to solicit pitches, the Royals’ marketing office bluntly acknowledged that the team has become associated with losing.” The brief stated in part, “Suffice it to say, Royals fans have grown more weary, jaded and frustrated with each passing season. … the Royals brand used to be synonymous with class and excitement.” The brief also read, “The campaign that had quickly become a rallying cry just as quickly became a symbol of crushed hope.” Koepp notes the Royals’ top offseason marketing priority “will be to retain as many season-ticket holders as possible.” The team will not "lean heavily on the 1985 World Series winning team, which has featured prominently in past campaigns." Royals VP/Marketing & Business Development Mike Bucek said, “We want to celebrate that team but in a way where we don’t completely rely on them” (K.C. BUSINESS JOURNAL, 9/14 issue).
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