The Kentucky Derby, the most prestigious horse race in the world, is synonymous with the great state in which it is held. The culture of the race, and of Kentucky, are so entwined that it is hard to overstate. And for years, Ford Motor Company was one of the chief sponsors of the Derby, therefore holding a strong place in the collective imagination of the state of Kentucky itself. However, Chrysler and RAM Trucks have taken some creative steps towards increasing the popularity of RAM Trucks both at the Derby, and in Kentucky as a whole.
The marketing team at RAM began by inking a contract with Churchill Downs, the venue for the Derby, maximizing exposure throughout the event. They then:
- Promoted the brand with an inspired, new slogan: "Guts. Glory. RAM."
- Set up a "Horsemen's Lounge" to serve various event staff, racers, and other VIPs.
- Displayed a RAM Longhorn truck at the race's red carpet, allowing for a nice photo-op for those in attendance.
In the end, the campaign turned out to be incredibly effective. Head of Communications and Advertising for RAM Truck Brand, Marissa Hunter, went so far as to say that a 350% increase in sales leads has been reported following the sponsorship. It finally appears that Kentucky is no longer just horse country: it is now RAM country as well!
Of course, you don't have to travel all the way to Kentucky to see why the new RAM lineup is so successful. Instead, you can Larry H. Miller Dodge Ram Avondale, serving pickup owners from the greater Scottsdale area and all of Arizona!