TYLER, TX: Trane, the air conditioning business of Ingersoll Rand, is conducting a nationwide search for two brand ambassadors to mark its 100th anniversary.
The company will select a team of two to represent the brand during the 2013 “Race Across America,” a 3,000-mile cycling race that it is sponsoring. During the competition in June, the ambassadors will travel with athletes, share stories from the race route via social media, and interact with spectators and local community members.
Carmichael Lynch Spong, which has worked with Trane since 2004, is leading the program, overseeing strategic planning and budgeting, project management, media relations, corporate partnerships, events, and social media. This initiative is one of several that Trane will launch this year in celebration of its 100th anniversary, said Haley Marconett, senior counselor at the agency.
Applications for the ambassador program are due April 29, and Trane will name the winning team from five finalist duos during the week of May 20. The ambassadors will receive training in branding, messaging, and media, as well as a weekly salary. The company is looking for college juniors, seniors, or recent graduates who are at least 21 years old.
“We felt this young age group would be able to bring our latest technology to life for us,” Marconett explained. “The team will embody [Trane's] unstoppable spirit, have a ton of energy, be reliable, and be able to have fun with it and roll with whatever happens on a day-to-day basis.”
Throughout the recruitment process and the race, Carmichael will reach out to national media as well as local outlets in communities along the route. Once the ambassadors begin the three-week program on June 5, they will post daily updates, photos, videos, and tips about energy saving and home cooling on a custom blog and on Trane's Facebook and Twitter accounts.
Trane will also host activities in towns through which the race passes. Ambassadors will provide information and refreshments at booths and cooling tents, visit Trane dealerships, and attend community festivals and events.
“This is an opportunity for Trane to get out in communities across the US,” Marconett said.
Ingersoll Rand acquired Trane in 2007. The $14 billion global company also owns brands including Schlage, Club Car, and Thermo King.