Little was expected of Otago in 2012, scepticism heightened by financial trouble, but there were no signs of woe on the field as they made a surprise run to the final before being downed by Counties Manukau.

And captain Paul Grant, a key part of Otago's success before he sustained a serious shoulder injury towards the end of their campaign, is determined to ensure last season's run was no flash in the pan.

"There was a real good belief in the squad that we were just going to give it our best crack, and I guess we proved to a few people that we're capable of playing in the competition," Grant said. "Although we didn't win the final we were pretty happy with our season; but we would obviously like to win a couple more games this year."

Grant said the majority of the side had returned to Otago - including the side's potent backline filled with Super Rugby experience - and hence they were a lot more prepared for the year ahead.

Grant is not alone in expecting a good year: ground memberships for the province are up, indicating more people are keen to support the championship finalists.

"I think there's probably more expectation and pressure this year," Grant said. "As players, there's always pressure when you want to perform on the field so every game we'll be giving it our best anyway. If we play some good rugby, we'll get good turnouts to the games and the public will get in behind us."

Grant has sights on a Super Rugby spot for 2014, but the ITM Cup season, for him, personally, is about leading by example and ensuring actions speak louder than motivating team talks.

Otago open their campaign against Bay of Plenty at Forsyth Barr Stadium in Dunedin on August 18.