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post #1 of 3 (permalink) Old 11-15-2011, 12:46 PM Thread Starter
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Smile ‘Official Truck of the Red Wings’

Ram Truck Brand Expands Partnership with Detroit Red Wings; Great Lakes Dealers Celebrate with Limited Edition Red Wings Ram Truck

Ram named ‘Official Truck of the Red Wings’ for 2011-12 NHL season.
Red Wings forward Johan Franzen and goalie Jimmy Howard featured in campaign


November 15, 2011 , Auburn Hills, Mich. -





Chrysler Group LLC’s Ram Truck brand, Great Lakes Business Center and Southeast Michigan Ram dealers have expanded their partnership with the Detroit Red Wings, one of America’s most successful professional sports franchises.

The business center and local Chrysler, Jeep®, Dodge and Ram dealers are enhancing their Red Wings partnership this year with new elements inside and outside the Joe Louis Arena. Ram has been named the “Official Truck of the Red Wings” and to celebrate, local Ram dealers are selling a limited number of special Red Wings Edition Ram trucks.

The trucks are based off the newly introduced Ram 1500 Express 4X4 Crew Cab model and include Red Wings logoed front-seat headrests, optional Red Wings embroidered leather seats, “Detroit Red Wings Edition” graphics on the tailgate and rear bed sides, and other features. Colors available are red, white, and black.

As another new element of the expanded partnership, Red Wings forward Johan Franzen is featured in television spots and billboards, and goalie Jimmy Howard is featured in a Ram mural inside the Wings’ home, Joe Louis Arena.

“The Red Wings and Ram share the same values of hard work, toughness, and the determination to win,” said John Plecha, Director of the Great Lakes Business Center. “It is this passion that the brand captures in new creative elements produced specifically for our partnership and built off of Ram’s successful Guts Glory campaign.”

In the TV spot, “Ram vs. Mule,” the power and toughness of Franzen – nicknamed “Mule” – is compared to that of the Ram truck as both face off on center ice.

In the mural, a determined Howard is pictured under the Guts Glory headline wearing a special Ram branded goalie mask. The mural was painted live at Joe Louis Arena Nov. 9 – 12 by renowned hockey artist David Arriggo of Toronto. The one-of-a-kind hand-painted mask will be auctioned for charity later this year.

"As the Official Truck of the Red Wings, Ram understands the value of activation at every level of the sponsorship,” said Tom Wilson, Olympia Entertainment President.” We are proud of the relationship and appreciate the energy Ram brings to our team.”

Out-of-arena Campaign Elements

Television – 30-second spot

A 30-second Ram TV spot titled “Ram vs. Mule” opens at center ice of Joe Louis Arena with a Ram 1500 parked to the left of the center line and Franzen standing to the right. After an opening title that says Ram vs. Mule, the camera cuts back and forth between Franzen and the Ram truck as the voiceover describes common qualities they share such as Ram great on snow/ Mule great on ice, handles hostile road conditions/handles hostile road games, menacing grille/menacing grille and even a bit about how they both have serious contracts. It’s all a fun play on their names that ends with a beauty shot of the Ram 1500 and a voiceover and title that names the Ram 1500 as “The Official Truck of Hockeytown.”

Radio – 60-second spots

“Ode to Hockeytown” captures the sights and sounds inside Joe Louis Arena and why Ram is proud to be a part of Hockeytown. “Road Warrior” refers to the tenacity of Ram trucks and the Detroit Red Wings stating “whether you’re miles away from civilization or inches away from the glass, Ram trucks and the Red Wings make the road their home.” The ads are narrated by Sam Elliott, the voice of Ram.

Billboard –

“Ram Meet Mule” proclaims Ram the Official Truck of the Detroit Red Wings with an image of Franzen standing on the ice in front of the Red Wings Ram Edition 1500.

Newspaper –

“Ram: Official Truck of the Detroit Red Wings” print ads will run throughout December on the back sports pages of the Detroit Free Press, Detroit News, Oakland Press and Macomb Daily newspapers.

In-arena Campaign Elements
Additional expanded in-arena campaign elements include a second mural – with the headline “Good Things Come in Eights” promoting the 390 horsepower HEMI® V8 Red Wings Edition Ram and referencing the days when the Red Wings won the Stanley Cup championship in eight games – concourse curtains of the Ram truck grille, in-game virtual signage and in-ice Ram logos, exclusive Ram sponsorship of the popular “Score-O” intermission promotion and the “Stars of the Game” feature, and fan-engagement promotions throughout the season. There will also be a 30-second big screen video encouraging fan participation and involvement through intermission chants around “HEMI. POWERED. HOCKEY.”

The television, billboard and newspaper ads were created in partnership with Doner, Detroit. The radio spots, murals, program advertising, arena video and other in-arena elements were created in partnership with The Richards Group in Dallas.


About Ram Truck Brand
The Ram Truck brand continues to establish its own identity and clearly define its customer since its launch as the newest Chrysler Group LLC vehicle brand. Creating a stand-alone brand for Ram trucks has allowed the brand to concentrate on how core customers use their trucks and what new features they'd like to see. Whether focusing on a family that uses its half-ton truck day in and day out, a hard-working Ram Heavy Duty owner or a business that depends on its commercial vehicles every day, Ram has the truck market covered.

For 2011, the Ram Truck brand added the hardest-working Ram trucks — the Ram 3500, 4500 and 5500 Chassis Cab trucks — to its already award-winning truck lineup which includes the rugged and reliable Dakota, the Ram Cargo Van, Ram 1500 – the most-awarded Ram truck ever – and Ram 2500/3500 Heavy Duty pickups.

The 2011 Ram 1500 was named a Consumers Digest Best Buy and AUTOMOBILE Magazine All-Star. Ram 1500's smooth-riding suspension and 20 mpg, 390 hp HEMI V8 are just two of the reasons it beat the competition. Ram 1500 was also named the Truck of Texas by the Texas Auto Writers Association (TAWA).

About Detroit Red Wings
The Detroit Red Wings hockey club, an Original Six member of the National Hockey League and 11-time Stanley Cup Champion, was purchased by Michael and Marian Ilitch in 1982. Other Ilitch companies in the food, sports and entertainment industries include: Little Caesars Pizza, Blue Line Foodservice Distribution, Ilitch Holdings, Inc., Olympia Entertainment, Olympia Development, Little Caesars Pizza Kits Fundraising Program, Champion Foods and Uptown Entertainment. Michael Ilitch owns the Detroit Tigers. Marian Ilitch owns the MotorCity Casino Hotel. For more information, visit Detroit Red Wings.

Rick

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post #2 of 3 (permalink) Old 03-05-2012, 11:31 AM Thread Starter
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Chrysler's Ram truck rides high with Red Wings


March 5, 2012



Fred Diaz had no idea the Detroit Red Wings would break the National Hockey League's record for consecutive home wins when the Ram marketing team negotiated to sponsor a special-edition truck for the Wings.

"The initial plan was to do 1,000, and that ended up being a gross underestimation," said Diaz, CEO of Chrysler's Ram truck brand.

Now metro dealers expect to sell nearly 2,000 of the $36,684 Red Wings Ram, and the playoffs are still a month away.

It's a break that validates Chrysler's decision in 2009 to separate Ram from its Dodge brand.


Dan Frost, owner of Chrysler dealerships in Taylor and Southfield, said he has sold about 110 Red Wings Ram trucks. "But even people that aren't fans of the Red Wings are attracted to the truck because of the value," he said.

While the truck benefits from the added sales, the Wings benefit from the advertising. Ram has run a commercial called "Ram vs. Mule," comparing the toughness of the truck with the toughness of Red Wing forward Johan Franzen, whose nickname is Mule.

"Every once in a while, from a partnership point of view, you catch lightning in a bottle," said Tom Wilson, president of Olympia Entertainment.
Ram picks up momentum since split from Dodge

The decision to split Ram and Dodge has enabled the third-largest pickup brand in the U.S. to grow, according to Fred Diaz, CEO of the Ram brand.

Diaz also credits the decision to split the two brands with driving a more focused marketing message as well as a bevy of new Ram models that are drawing more customers.

"Now we have an entire department that is supremely focused on nothing but truck and commercial vehicles," Diaz said.

In 2011, Ram sales rose 22.6%, and its market share rebounded to 16.3% of large pickups -- its highest mark since 2008. For the first two months of this year, Ram's market share has continued to climb, reaching 18.3% in February.

What's more, some Ram residual values -- what a truck is worth at a certain point in the future -- are comparable to those of the Ford F-150, or about 34% of the purchase price after four years, according to data from ALG.

Even with those gains, though, some question the decision.

"It didn't help either brand," said Art Spinella, president of the consulting firm CNW Research in Bandon, Ore.

Spinella said the percentage of 2,800 potential truck buyers who said they would consider buying a Ram in January was unchanged from a year earlier.

"The customer doesn't care," said Dan Frost, owner of Southfield Chrysler Jeep Dodge. "To the customer, as far as they are concerned, it's still a Dodge pickup."

Jeremy Anwyl, CEO of New Cars, Used Cars, Car Reviews and Pricing - Edmunds.com, said it takes years to change a brand's perception.

"I am reminded of when Datsun became Nissan," Anwyl said. "But you talk to people today and Datsun may not even be a memory."

'A lot of head scratches'

To be sure, the breakup was not easy, even for Chrysler insiders.

"At the time we got a lot of head scratches," Diaz said. "People were reducing brands, not creating brands."

The decision was based on the observation that Dodge -- with vehicles ranging from the macho Charger and Challenger to the Caravan minivan and Ram pickups -- had a muddled image.

Ram has clarified its brand image by ramping up its rough, outdoor appeal with actor Sam Elliott providing the gritty voice-overs on commercials with the tagline, "Guts, Glory, Ram."

Elliott's voice is one that Ram hopes to keep using, said Marissa Hunter, head of Ram advertising.

Separately, Ram is rolling out an advertising campaign called "Giants" that debuted during the Super Bowl pregame show and targets younger buyers and women, Hunter said.

During the last two years, Ram has launched at least six models aimed at different types of truck buyers.

Examples include the Outdoorsman, aimed at hunters and fishermen, and the Tradesman, designed to meet the needs of plumbers, carpenters and construction workers.

A special Red Wings edition of the Ram 1500 Express 4X4 Crew Cab, which was expected to generate about 1,000 in sales, is on track for sales of more than 2,000.

"I wouldn't be surprised, that if we had stayed with Dodge, that no more than maybe 20% of those things would have actually been done," Diaz said.

According to the automaker's five-year plan, Ram is scheduled for a major upgrade this year.

"It is our intent to deliver an updated product that provides to ... consumers all of those things that they demand in a pickup truck," Hunter said.

That means the 2013 Ram will likely be shown at the New York auto show in April.

What's left for Dodge?

In 2009, Ram was by far the highest-volume model for the Dodge brand.

This year, Chrysler is bringing back its Viper high-performance sports car, but it won't be a Dodge. Instead, it will be under a new SRT performance brand.

That leaves the Avenger sedan, the Journey crossover, Charger and Challenger sports cars, the Durango and Nitro SUVs and the all-new, Fiat-engineered Dart that replaces the Caliber, which was discontinued in December.

The Dart will help Dodge further redefine its image as a brand with a racing heritage for a reasonable price, said Reid Bigland, CEO of Dodge.

"Dodge is clearly a mainstream American brand ... and a brand that is really about value and performance," Bigland said. " 'Guts, Glory, Dodge' really doesn't fit."

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Rick

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post #3 of 3 (permalink) Old 03-18-2013, 04:37 PM Thread Starter
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Ram Truck Brand and Detroit Red Wings Continue Partnership for 2012-13 Season

Expanded Partnership Includes Two 100-Foot Images Welcoming Fans to Joe Louis Arena

March 18, 2013 , Detroit -

The Ram Truck brand, Chrysler Group LLC’s Great Lakes Business Center and Southeast Michigan Ram dealers are continuing their partnership with the Detroit Red Wings, one of America’s most successful professional sports franchises. The expanded partnership for 2012-13 includes the addition of two Ram Truck and Red Wings-themed displays on the exterior of Joe Louis Arena. The 26’ x 100’ building identifiers will adorn both the east and west exterior walls, welcoming fans to Joe Louis Arena.

“We are very pleased to expand our relationship with Ram and create an enhanced visual to the outside of Joe Louis Arena that welcomes our fans,” said Tom Wilson, Olympia Entertainment President. “We are proud of the partnership and all that we are able to accomplish together.”

“The hard work, fighting-spirit and determination exhibited by the Detroit Red Wings embraces the values shared not only by Ram Truck but also by the brand’s dedicated customers,” said Mike Dragojevic, Director of the Great Lakes Business Center. “We are pleased to once again be named the ‘Official Truck of the Red Wings’ and build upon the partnership for the 2012-13 hockey season.”

Continued elements in the partnership include: Ram Truck being named the “Official Truck of the Red Wings”; television and radio spots narrated by Sam Elliott, the voice of the brand, and featuring Red Wings forward, Johan “Mule” Franzen; a Ram Truck mural inside Joe Louis Arena featuring goaltender Jimmy Howard; concourse curtains of the Ram truck grille; virtual signage; an in-ice logo; and several in-game promotions.

About Ram Truck Brand
The Ram Truck brand continues to establish its own identity and clearly define its customer since its launch as a standalone vehicle brand. Creating a distinct brand for Ram trucks has allowed the brand to concentrate on how core customers use their trucks and what new features they'd like to see. Whether focusing on a family that uses its half-ton truck day in and day out, a hard-working Ram Heavy Duty owner or a business that depends on its commercial vehicles every day, Ram has the truck market covered.

The Ram Truck brand has the most innovative lineup of full-size trucks on the market. Ram Truck has emerged as a full-size truck leader by investing substantially in new products, infusing them with great looks, refined interiors, durable engines and features that further enhance their capabilities. Truck customers, from half-ton to commercial, have a demanding range of needs and require their vehicles to provide high levels of capability. Ram trucks are designed to deliver a total package.

About Detroit Red Wings
The Detroit Red Wings hockey club, an Original Six member of the National Hockey League and 11-time Stanley Cup Champion, was purchased by Michael and Marian Ilitch in 1982. Other Ilitch companies in the food, sports and entertainment industries include: Little Caesars Pizza, Blue Line Foodservice Distribution, Ilitch Holdings, Inc., Olympia Entertainment, Olympia Development, Little Caesars Pizza Kits Fundraising Program, Champion Foods and Uptown Entertainment. Michael Ilitch owns the Detroit Tigers. Marian Ilitch owns the MotorCity Casino Hotel. For more information, visit Detroit Red Wings

Rick

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