AdTracker: Kansas City Royals

Agency: In-house
Tag lines: “This Is Kansas City” and “Your Team. Your Town. Your KC Royals”
Media: “This Is Kansas City” TV spots on local stations and cable systems, including the Royals SportsTelevision Network; “Your Team” spots predominantly via the Royals Radio Network; print ads in The Kansas City Star.
Time line: “This Is Kansas City” spots began airing in February and will run through the start of the regular season. “Your Team” ads will follow.
Target: The campaign ties Royals players to the Kansas City community and aims to reinforce the ballclub’s history and commitment to the area.
Sample ads: Players highlight Kansas City landmarks, saying “This Is Kansas City”; local celebrities George Brett, Frank White, Buck O’Neil and Tom Watson are featured.

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