ESSENDON chief executive Xavier Campbell says the club can finally enter a season "with a clear line of sight" after four years shrouded by the supplements scandal.
The Bombers launched their 2017 campaign at a club function in South Melbourne on Thursday night, with Campbell telling the crowd the club has overcome the past and is ready for a brighter future.
Campbell said the Bombers are on track to break a membership record this season and may reach 60,000 members by their "symbolic" round one clash with Hawthorn.
"We also head into the 2017 season with a sense of optimism and excitement about what we can achieve on field. While there is much to look forward to, we must also remember the competition is tougher and more demanding than ever and no one is going to give us an easy break," he said.
"I know (coach) John [Worsfold] and the coaching staff have worked extremely hard over the summer to develop a brand of football which is not only exciting to watch, but is capable of stacking up against the best sides in the competition.
As a club we want to see hunger, consistency and relentless endeavour."
There is plenty of buoyancy around the Bombers, who have regained 10 senior players who sat out last season with anti-doping bans.
The club recorded its first wooden spoon last year since 1933 but claimed No.1 pick Andrew McGrath in return, and was encouraged by the performances of many of its younger players during its challenging 2016 season.
Campbell said the excitement within Essendon's supporter base was understandable, but that the returning players would not make for an automatic rise.
"We have a talented playing list boasting a wealth of youth, experience, speed and an impressive key position talent. We've welcomed back 10 favourite sons – 10 men who have inspired us all in different ways over the past 12 months through their resilience, loyalty and friendship – and we have appointed a new captain in Dyson Heppell," he said.
"These are all key pieces in shaping and building a successful side, but without hard work and sacrifice, are nothing more."
Essendon has been vocal in its ambitions to return to the top-four within several years as part of its long-term strategic plan.
But the Bombers enter this season having not won a final in 268 games (since their 2004 elimination final victory over Melbourne). It is the longest drought for the club since they went more than 300 games without a finals win from the late 1960s to the early 1980s.
Campbell said the club needed to get back to the top.
"Our objective is to re-create a winning culture, a thriving professional sporting club, capable of delivering top four performances in all key on and off-field measures," he said.
"We want to change the narrative. We must change the narrative."
