SBD/May 3, 2012/Marketing and Sponsorship

Ram Truck Returns As Partner For Kentucky Derby With Expanded Media, Track Presence

Ram will also have signage on some barns and fence posts at Churchill Downs
Ram Truck yesterday announced that for the third consecutive year it will serve as the the exclusive automotive partner and official truck of Churchill Downs and the Kentucky Derby. Ram also is launching TV, print and digital campaigns in conjunction with the '12 Derby. The brand's 60-second "Giants" and "Tommy and the Ram" spots will run on NBC as part of the net's Derby coverage on Saturday. An additional 30-second Ram spot produced by NBC Sports will also air. A full-page ad will run in USA Today tomorrow as part of the race preview and a three-page spread will run in the SI post-Derby issue. Print ads will also run in other publications, including Athlon Sports and Bloodhorse. Digital advertising includes placements on NBCSports.com, SI.com, BleacherReport.com, SportingNews.com, Churchilldowns.com and the Kentucky Derby sites. At the track, a "Horsemen's Lounge" has been created for the owners and jockeys. Ram Country logos also will be featured on select barn stable rooftops, fencing, fence posts and the veterinarian building located on the Churchill Downs backside (Ram Truck). USA TODAY's Chris Woodyard wrote 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" (USATODAY.com, 5/2). A Ram Truck spokesperson indicated that five of the company's pickups "will serve as work vehicles maintaining the track during the race events." A rep from the company "will present the winning trophy to the owner and jockey of the American Turf Stakes on Kentucky Oaks day" (MEDIAPOST.com, 5/1).
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