Queensland Reds coach Ewen McKenzie says he’ll be disappointed if opposition teams don’t target his defending champions this Super Rugby season.

McKenzie believes his Reds squad are as hungry for success as ever and warns they have some fresh ideas to help them to go back-to-back following their maiden title triumph over the Crusaders in last year’s final.

The Reds coach was speaking at the Australian conference launch of the 2012 Super Rugby season in Sydney on Thursday, with coaches and star players present from all five franchises.

The extended 2012 season, which begins on February 24 and goes through until August, represents a new beginning for the four other Australian-based teams trying to chase down the Reds, who drew big crowds last year with their attractive and successful brand of rugby.

Australian Rugby Union boss John O’Neill stood by his call for those four teams to rise to the level set by Queensland, insisting it wasn’t a criticism but a challenge.

“You watch a successful franchise over a two-year period produce something special and you think that would be good if that was happening across the country,” O’Neill said.

“That’s caused some angst those comments but I wish them all the best and I do hope they shoot the lights out.

“The expectations are always to be highly competitive and meet their own objectives.”

The Waratahs have a new coach and captain in Michael Foley and Rocky Elsom and the Western Force a new skipper in David Pocock.

Melbourne welcomes rookie coach Damien Hill while the Brumbies have former South Africa coach Jake White at the helm and are still to announce their new skipper.