Marking 100 Years for a Hard Working Brand

Project Description

Client: Trane

How do you honor a 100-year old brand known for being “hard to stop?” Trane, a leading heating and air conditioning system manufacturer, wanted to leverage its milestone anniversary to reinforce its reliability, innovation, comfort and efficiency with consumers while driving qualified leads to its dealers.

Maria and her Carmichael Lynch Spong team served up Race Across America (RAAM) as a perfect fit. The race provided national exposure and 3,000 miles of local engagement opportunities, including a spectator cooling tent and dealer tents set up along the course. Two brand ambassadors called the Trane Endurance Team followed the racers across the country, all while blogging, posting on social, and interacting with onlookers.

Additionally, executives from Trane and parent company Ingersoll Rand rang the closing bell on the New York Stock Exchange, which was celebrated with an exclusive party.

Both events were hugely successful. The NYSE bell ringing garnered more than 22 million impressions and their first-ever national broadcast interview on CNBC’s “Closing Bell” and a CEO Q&A in Industry Week.

The results: RAAM resulted in more than 277 million media impressions, including significant placements in The Wall Street Journal and Huffington Post, and local print and broadcast coverage in major markets. It all drove increased traffic to Trane.com, while local Trane dealers collected sales leads along the route.

• Momentum CreatedPartnerships/Sponsorships, Media relations, Social media, Consumer interactions/events, Executive showcase event, Distribution support