Ram Truck brand’s sponsorship of Churchill Downs and the Kentucky Derby will “Dominate the Field” this year as the 2014 Ram 1500 EcoDiesel, Motor Trend’s “Truck of the Year” and first-ever back-to-back champion, serves as the Official Truck for the historic track and America’s greatest horse race for the fifth consecutive year.
Fans entering Churchill Downs on May 3 for the 140th running of the Kentucky Derby will be fully immersed in the Ram Truck brand experience via vehicle displays, work trucks in and around the track, gate crew staff uniforms, posters as well as backside and trackside signage throughout the grounds.
“It’s with great pride that the Ram Truck brand will once again serve those whose passion and determination make the Kentucky Derby one of America’s most beloved traditions,” says Reid Bigland, president and CEO – Ram Truck Brand, Chrysler Group LLC. “Our 2014 Ram 1500 EcoDiesel is designed with those hardworking men and women in mind, delivering an outstanding combination of best-in-class fuel efficiency of 28 mpg, unsurpassed torque, and up to 9,200 pounds of towing capability to help get the job done.”
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Derby goers will have the opportunity to pose alongside a 2014 Ram 1500 EcoDiesel at two different photo opportunity areas and have their photo emailed directly to them.
Ram-branded flip flops will also be distributed at these areas, allowing fans to get some much-needed foot relief after a day at the derby, the company says.
Strategically placed posters and signs throughout the Churchill Downs stable area feature specially crafted “Dominate the Field” messages reminding race fans of the dedication, unrelenting tenacity, stamina and years of hard work it takes to earn the glory of making it to the Kentucky Derby.
The signage spells out the Ram Truck brand tagline, “Guts. Glory. Ram.”
Ram will also run videos and social media messaging on Churchill Down’s new “Big Board” – the largest video board leveraging advanced 4K ultra-high definition technology.
To complement on-site branding, Ram is launching television, print and digital advertising campaigns to promote its sponsorship and Official Truck status of Churchill Downs and the Kentucky Derby.
The brand will run two spots and a number of branded integrations on NBC as part of the network’s May 3Kentucky Derby coverage.
Also, a Ram Truck brand representative will present the winning trophy to the owner and jockey of the American Turf on Kentucky Derby Day.
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