Ram
Colorado Calls…Gordinier Group and RAM deliver!
Aiming to replicate our successful visit in 2023, the GG team was thrilled to arrive in Pueblo, CO, for the 152nd annual Colorado State Fair. We once again partnered with RAM Truck and George P. Johnson to create an engaging brand experience for as many fairgoers as possible. With nearly half a million attendees expected, we were prepared for an exciting 11 days.
The RAM Truck Territory featured two ways to experience the brand. In the static display area, our product specialists conducted detailed walkarounds of the RAM 2500 Limited and the new RAM 1500 RHO. Enthusiastic guests, many of whom put their trucks to work daily, eagerly sought more information, and the excitement around both models was evident. The ride-along experience included a hybrid course of natural obstacles designed by our Dirt Design team and the renowned RAM Mountain, engineered by the skilled team at GPJ. Despite temperatures soaring into the 90s throughout the week, guests eagerly waited to test the off-road capabilities of RAM trucks and had a fantastic time.
By the end of the show, our product specialists had introduced nearly 5,000 people to the RAM brand, while our precision drivers provided rides to over 11,000 adventure-seeking guests. With metrics surpassing those of the previous year, the RAM brand strengthened its presence and visibility in Colorado and beyond.
Each summer, Gordinier Group and our Dirt Designs team return to Overland Expo Mountain West in Loveland, CO. We started by building an off-road driving course intended to thoroughly showcase the capabilities of RAM Trucks. Once complete, our guests had the opportunity to navigate the challenging course designed to test both driver skill and vehicle performance against the expansive backdrop that is Overland Expo.
The adventure began with a brief introduction to the RAM vehicle by our right-seat product specialists/driving coaches, highlighting their off-road features, powertrain, and rugged design. As we entered the course, the first obstacle was a series of articulation bumps that required careful maneuvering. The trucks handled the undulating terrain with ease, showcasing the suspension system’s ability to articulate to maintain consistent traction.
Next came the rocky section, where we tackled a large boulder field. The truck’s four-wheel drive system and the off-road tuned suspension provided a comfortable ride over such rough terrain. Following the rocks, we faced a series of logs that demanded precision and control. The vehicles expertly navigated this obstacle, demonstrating their robust undercarriage and ground clearance.
The most exhilarating challenge was the off-camber wedges, which tested the driver’s nerve as we balanced on steep angles. It was a heart-pounding moment, but the RAM trucks remained stable, instilling confidence in their handling capabilities.
Overall, the RAM drive experience at Overland Expo was not just about showcasing power; it emphasized the finesse and technology behind these trucks. As we completed the course, it was clear that RAM Trucks are built for adventure, capable of tackling the toughest terrains with ease. The excitement of the day left participants eager for their next overland journey, preferably in their brand-new RAM truck.
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At Rodeo Austin 2024, RAM Truck Territory took center stage, offering attendees an exciting off-road ride-along experience. Throughout the event, participants eagerly lined up to hop into RAM vehicles, ready to tackle the rugged terrain.
Before the trucks could roll out, Gordinier Group’s expert off-road track builders meticulously crafted the natural elements of the off-road course to push RAM Trucks to their limits. These obstacles, coupled with engineered assets from our partners at George P. Johnson, provided a perfect setting to showcase the inherent capabilities of RAM vehicles.
With our precision drivers at the helm, RAM Trucks conquered the steep inclines and challenging obstacles effortlessly, giving our guests a fun and exhilarating ride. Throughout the trip around the course, they were treated to firsthand demonstrations of RAM’s innovative features, from advanced traction control systems to interior design elements. Additionally, attendees could also experience the towing prowess of the RAM 3500 dually on a separate course.
Based on their reactions, participants departed exhilarated and impressed by the unrivaled capability of RAM Trucks. Here are some quotes from our guests:
- “The Power Wagon is such a sensible off-road vehicle. From the towing capacity to its incredible off-road performance, it has more than enough cab space for me and my family. The Power Wagon is the full package.”
- “Ram is clearly the superior truck brand.”
- “My ranch definitely needs a few Rams. Impressive.”
- “The new towing features in the Dually are a deal closer for me.”
When the dust settled, Gordinier Group provided 12,000 incredible brand experiences to Rodeo fans in Austin. Texans love RAM Trucks!
The team arrived early to complete our most ambitious show floor buildout to date. The layout designed by our partners at George P Johnson consisted of the following:
- 200+ tons of flagstone and boulders
- 50 live trees
- 350 yards of dirt and mulch
Once complete, these natural elements coupled with large-scale graphics and extreme driving obstacles created the perfect setting for our guests to experience three separate activations.
First up, the media reveal of the 2024 Jeep Gladiator line-up. Our precision drivers made dynamic entrances into the presentation space to showcase three different trim levels of the new mid-sized truck. The crowd was large, and media impressions were strong! Goal one…check.
Once the show opened to the public, goals two and three came in quick succession. The Camp Jeep Team hosted over 20,000 guests while navigating new and challenging obstacles which included a 23-foot hill with a 40-degree incline/decline, a narrow crevasse, and an off-camber articulation bridge.
Meanwhile, our RAM Truck Territory Team had a bit of fun while hosting over 15,000 guests. New assets on the course included an 18-foot hill with a 30-degree incline/decline, a log crawl, and dual-turn articulation wedges.
Both activations ran flawlessly for the duration of the show enabling guests to experience the innate capability, strength, and comfort of both Jeep and RAM vehicles. A win for all and on our home ice too (so to speak)! Thank you, Detroit!
