|
To learn more about BioTE Medical, LLC click here!
June 3, 2015 | Volume 13, Issue 8
 To subscribe Click Here
KANSAS CITY ROYALS MAINTAIN ROYALS SPIRIT WITH
"FOREVER ROYAL" CAMPAIGN
The Kansas City Royals launch new campaign, branding team and fans as "Forever Royal."
By: Alby Abalos
|
|
Click the image above to check out the Royals' Super Bowl Spot!
Dear Faithful Readers,
Working in the communications department here at the NSF I have the pleasure of running our SAMMY and ADchievement programs. One of the perks is getting the first look at all the great advertisements around the industry. The Royals and Walz-Tetrick always do a great job with their advertising and it shows with the awards they have won over the past couple of years.
Of the most popular entries in the ADchievement award is the “Out-of-Home” category. This is a wide based category that has entries from billboards to bus wraps. As you will find from the story below, the billboard the Royals used for this campaign caused quite the buzz!
Coming off an incredible World Series trip and a successful marketing campaign the ticket sales that the Royals are seeing this year are incredible, check out the results at the end of the story!
Enjoy!
Ryan Heidrich
P.S. - Don’t forget to stay engaged on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!
PROGRAM TITLE
Kansas City Royals: Forever Royal
|
 |
OBJECTIVES
“Forever Royal” is a theme with many facets. It applies to fans and players alike. It’s about maintaining the Kansas City Royals spirit. “Forever” applies to the Royals’ future as well as their proud heritage and look to pursue building a city and team camaraderie. The team hoped to express to the fans their way of always playing with intensity, poise, and determination. This campaign demonstrates to the city and its fans the team’s mentality of always playing with pride and never giving up. From Willie Wilson and Amos Otis to Jarrod Dyson and Alcides Escobar, this is the Royals way. The Royals want their fans to rally behind their team and identify themselves as “Forever Royal.”
Bradley Zollars, Director of Advertising & Marketing for the Kansas City Royals states, “Last season was an unforgettable experience that awoke a sleeping giant that is baseball in Kansas City. ‘Forever Royal’ applies to fans and players alike. It’s about pride for our team and our city that has always been here and always will be here and it’s about playing with intensity, determination and putting the team above the individual. It’s a state of mind that speaks to what our city and our organization stand for.”
PROGRAM DESCRIPTION
|
The “Forever Royal” campaign was activated in three phases. The first phase officially launched the campaign. This phase was a locally aired commercial which occurred on February 1st during the third quarter of the Super Bowl. This spot generated plenty of buzz for the Royals. As of February 11th, 542 unique twitter handles hashtagged #ForeverRoyal with a total of 682 tweets for the campaign.
The second phase presented a creatively designed outdoor billboard placed in an iconic Kansas City area. The Royals have done billboard spots in previous campaigns that saw immense amounts of success and sought to improve upon this year’s billboard spot. This year’s billboard displayed the words “Forever Royal” and featured a Royals player stealing a base with the idea of the player running fast enough to burn the billboard. The design included an element of fire by actually burning off a portion of the billboard and adding LED lights around the burned portion, which lights up at night. The image of the billboard being on fire appeared to be realistic. This caused people to think the billboard was actually on fire, which prompted many 911 calls. The billboard received a feature on the MLB’s home web page and coverage on national and local television.
The third phase of the campaign consisted of bobblehead giveaways. Instead of giving out traditional standing bobbleheads of their players, they created bobbleheads for some of their players who had key moments from the Royals 2014 postseason run with one bobblehead per series (Wild Card, ALDS, ALCS, World Series). These were a total game changer and received recognition from sports news outlets such as MLB Fan Cave, Sports Illustrated, and Yahoo Sports. The bobbleheads also reached 13,265,000 people through Twitter and had a total estimated 2,653,000 impressions.
|
 |
Click the image above to view the Kansas City Royals' ticket page!
PARTNERSHIP
The Kansas City Royals’ campaign ideas came from in-house. Royals’ main advertising partner, Walz-Tetrick Advertising, assisted with the activation of the campaigns such as the billboard spots.
RESULTS
The “Forever Royal” campaign has kept fans actively engaged and excited this season. Ticket sales this season have gone up 55% compared to the 2014 season. They have sold the most season tickets this year since 1989 and are on pace to reach 2.4 million fans. Having just reached their seventh sellout of the season, the 2015 season has already had more sellouts than all of 2014.
Additionally, the Royals’ Blue Crew Kids Club packages have been sold out. Outer market interest has also increased and they have managed to capture multiple television ratings records.
LOOKING AHEAD
The Royals were excited to see the positive results their campaign has received this early in the season. They see the “Forever Royal” campaign producing more news for the team as the season carries on. The Royals plan to begin putting together their campaign ideas for next year in August and look to continue playing off their “Royal” theme.
CONTACT
For more information, contact:
Bradley Zollars, Director of Advertising & Marketing, Kansas City Royals
|
Recent Features
|
The Milwaukee Brewers Tap Into the Timelessness of Baseball With Timeless Ticket Promotion
The Brewers offer limited-edition Timeless Ticket that guarantees tickets to future Brewers home games.
Read more >
|
Pampers and Fischer Homes Partner With the Cincinnati Reds for Great American Ball Park Nursing Suite
The Cincinnati Reds add a new space for moms to feed and care for their babies during the games.
Read more >
|
Hyundai Motor America Partners With the Texas Rangers for New Addition to Globe Life Park
The Texas Rangers creatively brand the Batter's Eye Club with new ball park feature.
Read more >
|
|
|
ABOUT THE NATIONAL SPORTS FORUM
The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2016 NSF Conference and Trade Show will be held on February 14 - 16, 2016 in Portland, OR. Visit www.sports-forum.com.
|
THE NSF SALUTES
OUR PARTNER
Budweiser is back for their 13th year with the NSF as they are the Official Sponsor of the "Budweiser Gala" that will take place on the evening of Tuesday, February 16, 2016. Anheuser-Busch, Inc., a diversified corporation, is the world's largest brewer with 12 domestic breweries and distribution in more than 80 countries.
|
|
|
|
|
