Trucks at the Kentucky Derby
Chrysler's Ram brand is going after up-market buyers of trucks with their extended sponsorship of the Kentucky Derby this year. The automaker plans to have a big presence at Churchill Downs during race days, with feature vehicle displays, work trucks in and around the track, gate crew staff uniforms emblazoned with their logo, and even Ram branded jockey pants.
There will be a "Ram Backcountry" VIP lounge for horse owners and jockeys that will be operating year-round at the famous track as well. The VIP lounge will feature computer terminals, a library and sitting area staffed by Ram Truck ambassadors and a barista. This Derby debut will serve as a launchpad for the company's new advertising tag-line "Guts. Glory. Ram." via a national broadcast presence in the Triple Crown race programs.