Ladies’ hats, fast horses, mint juleps and Ram pickup trucks. Those are the images that Chrysler Group wants to make sure that fans hold when they think about the Kentucky Derby.
For the third year, Ram is the “official truck” of Churchill Downs and the Kentucky Derby, held this Saturday, May 5th.
If Ram has its way, the image of the brand will be hard to escape around the racing complex. Ram will show up in vehicle displays, work trucks, gate crew staff uniforms, posters and track-side signage throughout the grounds.
They will carry ad themes like, “Hard-earned, Not Hard-won,” “Courage not Chance,” “Champions are Made, Not Born,” and “It’s not two Minutes. It’s a Lifetime.”
“A lifetime of hard work, dedication and conviction go into making it to Churchill Downs and the same is true about our Ram trucks,” said Fred Diaz, CEO of Ram Truck. “An efficient, powerful and dependable truck is a must-have tool whether you are an owner, trainer, track crew member or fan.”