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Chrysler's Derby Efforts Help Its Ram Trucks Rebound In Kentucky
Published May 30, 2013
The brand launched a new campaign around the '10 Derby using the tagline, “Guts. Glory. Ram.” In subsequent years, it added a “Horsemen’s Lounge” staffed by Ram Truck ambassadors who served owners, trainers and jockeys. This year, it added a Ram Longhorn truck on the red carpet and loaded it with red roses, which made it a popular photo opportunity for spectators.
Hunter said that local dealer leads "grew more than 350% as a result of the Churchill Downs sponsorship." She said, “This for us is a huge win. Louisville has long been Ford country. We basically had no presence there. From a marketshare standpoint ... that place has been owned by Ford for years and years and years. So we’re very excited that what we’re doing there at Churchill Downs seems to be paying off.”
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