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2/3/2014 2:18 P.M. ET

KC announces 'Be Royal' campaign for 2014

KANSAS CITY -- "Be Royal" is this year's advertising tagline, which was announced by the Kansas City club on Monday.

The "Be Royal" campaign will be used on TV and radio ads, outdoor billboards, newspaper ads, online banners and social media.

Last year's slogan was "Come to Play."

"Last season, the Royals came to play," said Michael Bucek, Royals vice president-marketing and business development. "Our ballclub was exciting and played meaningful games until the end of the season and our fans responded with energy and passion. As a team and a community, we proved to ourselves that we have what it takes to live up to the name on the front of our jerseys."

The campaign was developed in association with Kansas City-based ad agency Walz Tetick.

Dick Kaegel is a reporter for MLB.com. This story was not subject to the approval of Major League Baseball or its clubs.