Chrysler's Ram Truck brand appears to be going after up-market truck buyers with an extended title sponsorship as the "Official Truck of Churchill Downs and the Kentucky Derby."
The Auburn
Hills, Mich. automaker says that it will have a big presence at Churchill Downs during race days, including vehicle displays, work trucks in and around the track, gate crew staff uniforms, and even
Ram branded jockey pants.
There is also a "Ram Backcountry" VIP lounge for horse owners and jockeys operating year-round. The VIP lounge will have computer terminals, library and sitting area
staffed by Ram Truck ambassadors and a barista.
Ram Truck will use the program to launch a new tag-line, "Guts. Glory. Ram" via national broadcast presence in the Triple Crown race programs.
The company says advertising efforts include a three-page spread featured in the Sport's Illustrated derby issue and specialty equestrian-themed advertising placements on www.churchilldowns.com,
www.kentuckyderby.com and www.twinspires.com.
Also new to the sponsorship, a representative from the Ram Truck brand will present the winning trophy to the owner and jockey of the
"American Turf" stakes during the Kentucky Oaks races. For the second year, Ram is sponsoring Super Hi-5-wager where an eligible individual can win a new 2011 Ram 1500 Laramie Longhorn truck.