If you're a fan of the Kentucky Derby, the annual Grade I race for three-year-old Thoroughbreds held every year in Louisville, Kentucky, then you probably understand how important the race and the culture surrounding it are to the state of Kentucky. Though Kentucky and the race were dominated by Ford Motor Company only a few years ago, RAM Trucks has successfully changed that.
Chrysler Actions to Increase RAM Popularity in Kentucky:
- Signed a deal with Churchill Downs, secured space for the RAM brand at the winner's circle, on jockeys' pants, and at the stables at Churchill Downs
- Created new "Guts. Glory. Ram." Campaign
- Added a "Horsemen's Lounge" staffed by RAM Truck ambassadors who served jockeys, owners, and trainers
- Placed a RAM Longhorn truck on the event's red carpet and loaded it with red roses to present a popular photo opportunity for attendees
So, did these steps "work"? You bet they did! Head of communications and advertising for the RAM Truck brand, Marissa Hunter, says that local dealer leads in Kentucky grew more than 350 percent due to the sponsorship. Isn't it amazing what a little advertising can do?
For more of the latest updates, discussions and information surrounding the RAM brand, including updates about new RAM vehicles, be sure to stay tuned here with Morehart Murphy Regional Auto Center, located in Durango, CO and serving truck drivers in the greater Southern Colorado and Aztec, New Mexico area. Of course, if you have any questions in the meantime, simply contact us. We'll be happy to help!