May 4, 2012: The entire thoroughbred race enthusiasts watching the 138th running of the Kentucky Derby at the Churchill Downs at the event or on Television or print or digital and social media will get completely engrossed in the brand experience of Ram Truck as the truck brand has launched its 2012 multitier sponsorship with Churchill Downs and Kentucky Derby.
The truck brand is the exclusive automotive partner as well as “Official Truck” of Churchill Downs and the Kentucky Derby for the third consecutive year. Showcasing its Sponsorship with a versatile program of 2012 Kentucky Oaks and Kentucky Derby, Ram Truck will display vehicles, work trucks around the track, staff uniforms for gate crew, posters and track-side signage across the grounds. Thus, the thoroughbred fans will get completely immersed in the Ram Truck brand experience from the moment they enter the Churchill Downs.
The backside of the Ram Country Churchill Downs features the posters and signs that have specially crafted messages resonating with horse racing enthusiasts and Ram Truck owners. These messages are as follows: “Hard-earned, Not Hard-won,” “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 Mr. Fred Diaz, President and CEO, Ram Truck Brand and Chrysler de Mexico (Chrysler Group LLC).
Ram Truck is introducing television, print and digital advertising campaigns to promote its sponsorship as well as “Official Truck” status that will complement the on-site branding of Ram. The 60-second spots of “Giants” and “Tommy and the Ram” of the brand will be running on NBC as part of May 5 Kentucky Derby coverage network along with Ram brand promotional feature of 30-second produced by NBC Sports exhibiting the Ram 1500 and 3500 Ram Laramie Longhorn. In addition to this, a full-page ad of race preview will run on May 4 in USA Today and then later, a three-page spread will run as post-event derby issue in the Sports Illustrated. Print ads will also run in some other selected publications.
In the digital media, the ads will see placements on various sites like NBCSports.com, SI.com, BleacherReport.com, SportingNews.com, Churchilldowns.com, Kentuckyderby.com and Kentuckyoaks.com. Moreover, the Facebook and Twitter fans of Ram Truck brand will also be able to become part of this race-day excitement by following the exclusive photo and content coverage along with some interviews throughout the day.
Apart from this, the brand’s presence will be felt even at Churchill Downs frontside with the showcasing of the trucks throughout the place and the dedicated “Horsemen’s Lounge” that has been created exclusively for the horse owners and jockeys who spend their time at the back of the track. Moreover, the sitting area of the VIP lounge is also staffed by Ram Truck ambassadors and a barista. The Ram Country on the Churchill Downs backside will feature distinctive logo placing on selected fencing, stable rooftops, and veterinarian building located within the area and various other places.
On top of all this, a Ram Truck brand’s representative will be presenting the winning trophy to the owner and the jockey of American Turf Stakes on Kentucky Oaks day for the third consecutive year. So, all the thoroughbred race enthusiasts get ready to completely immerse in Ram Truck brand experience.