Ram Truck Continue as Official Truck of Churchill Downs & Kentucky Derby
By Community | May 4, 2012
The Ram Truck brand will remain the exclusive automotive partner and the “Official Truck” of Churchill Downs and the Kentucky Derby for the third consecutive year.
The brand is showcasing its sponsorship with a multifaceted program dedicated to the 2012 Kentucky Oaks and Kentucky Derby. From the moment Thoroughbred fans enter Churchill Downs they will be immersed in the Ram Truck brand via vehicle displays, allergist work trucks in and around the track, capsule gate crew staff uniforms, ed posters and track-side signage throughout the grounds.
The posters and signs featured on the Ram Country Churchill Downs backside are specially crafted messages that resonate with horse racing fans and Ram Truck owners alike, such as “Hard-earned, Not Hard-won,” “Courage not Chance,” “Champions are Made, Not Born,” and “It’s not two Minutes. It’s a Lifetime.”
“A lifetime of hard work, dedication and conviction go into making it to Churchill Downs and the same is true about our Ram trucks,” said Fred Diaz, President and CEO – Ram Truck Brand and Chrysler de Mexico, Chrysler Group LLC. “An efficient, powerful and dependable truck is a must-have tool whether you are an owner, trainer, track crew member or fan. With our broad lineup of trucks, Ram can meet the needs of everyone involved in Thoroughbred racing.”
Complementing the on-site branding, Ram is launching television, print and digital advertising campaigns promoting its sponsorship and “Official Truck” status. The brand’s 60-second “Giants” and “Tommy and the Ram” spots will run on NBC as part of the network’s May 5 Kentucky Derby coverage as will a 30-second Ram brand promotional feature produced by NBC Sports showcasing the Ram 1500 and 3500 Ram Laramie Longhorn. A full-page ad will run in USA Today’s May 4 race preview and a three-page spread will run in the Sports Illustrated post-event derby issue. Print ads also will run in select sports and equestrian publications, including Athlon Sports and Blood Horse magazine.
Digital-media advertising includes placements on various sites, including NBCSports.com, SI.com, BleacherReport.com, SportingNews.com and the Churchill Downs and Kentucky Derby sites.
In addition to a major Ram Truck brand presence at Churchill Downs frontside with trucks positioned throughout the venue, a dedicated “Horsemen’s Lounge” has been created for the owners and jockeys who spend most of their time at the back of the track that operates year-round. The VIP lounge is equipped with computer terminals and a library and sitting area staffed by Ram Truck ambassadors and a barista. The lounge was created in an effort to solidify the brand’s commitment to the sport of Thoroughbred racing. Also featured in Ram Country on the Churchill Downs backside are unique logo placements on select barn stable rooftops, fencing, fence posts and the veterinarian building located in this area.
For the third year, a representative from the Ram Truck brand will present the winning trophy to the owner and jockey of the American Turf Stakes on Kentucky Oaks day. The Ram Truck brand again will be a part of the Super Hi-5-wager. Should an eligible individual win this promotion, he or she will be awarded with a new 2012 Ram 1500 Laramie Longhorn truck.