London Irish director of rugby Brian Smith says the club should forget about missing out on the Heineken Cup and target winning European Challenge Cup.
The Exiles have been drawn in the same pool as Irish province Connacht, Italians Rovigo and either Dax or Albi.
Smith told BBC Radio Berkshire: "There's a great opportunity for us to do well in the European Challenge Cup - our aim should be to win it.
"It's important for players and it's important for the fans."
Smith is still concentrating on team affairs, despite admitting this week that he would like to join the England coaching staff if it is right for the Exiles.
He added: "Winning trophies is fantastic because you're actually in the record books, but equally as important is how you go about things.
"Hopefully this season we can achieve both - we can win silverware and we can continue to play an expansive game and entertain."
London Irish, who reached the semi-finals of last season's Heineken Cup, last played in the European Challenge Cup in the 2005/2006 season when they narrowly lost the final 36-34 to Gloucester.
Smith said they learned that season that the European Challenge Cup can help their Premiership campaign.
"Obviously, there isn't the same sort of intensity around these games as the Heineken Cup games and I think that could help our Premiership form, because we'll be able to rotate players a little bit.
"More people in the club playing more footie is a good thing.
"It gives you breathing space. It also gave us a really good chance to give everyone a go. It kept the senior players honest, because the younger guys and the fringe players did well in those games."
Albi were relegated from the top tier of French rugby due to financial issues, giving Dax a reprieve.
Albi are appealing against the decision and should they be successful, they will take Dax's place in Pool One of the European Challenge Cup.
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