After premiering their new slogan, “Forever Royal,” in a commercial during the Super Bowl, the Royals have put up a billboard visible from southbound Interstate 35 near Cambridge Circle.
The billboard shows Royals outfielder Jarrod Dyson’s feet “as he burns the base path — and the billboard itself — on his way to second base” and features “charred plywood and glowing embers,” according to a Royals release.
Last season, a billboard promoting the 2014 slogan, “Be Royal,” featured outfielder Alex Gordon appearing to tear the vinyl off the billboard as he slid head first into second base.
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In 2013, the Royals put two boards on opposite sides of I-35 just south of downtown Kansas City. One showed James Shields pitching and the other had Salvador Perez awaiting the pitch. The ball appeared to tear the billboard vinyl as it made its way to the catcher’s mitt.
The marketing campaign was designed by Walz Tetrick Advertising, which is in its third year working with the Royals.