Hull KR CEO Mike Smith says the Robins should be targeting more than just a play-off spot in 2014.
Their opening game of the season is against Leeds on Sunday February 16.
Smith said: “People have asked me many times exactly what it is that feels different and I wish I could put my finger on it.
“But there is definitely something different about this year. We’ve got a great group of players who I think are together which makes a big difference. We’ve had some great players who have represented the club in the past and we also have some great players who will be wearing the shirt in 2014.
“We have new directors on board who have been great for the club and I personally am very positive about this year.
“In the past, our target has been set as being in the top eight but I think we need to put that behind us as that’s not where we need to be.
“As a club, with the supporter base that we have, with the new facilities we have, the squad that’s in place and the developments going around the club we have to aspire to being higher up the play-off places and thus take Hull Kingston Rovers back where we belong.”