As summer temperatures start heading up, Trane dealers are hoping a new ad campaign from the HVAC equipment maker sends sales in the same direction.

The “Cloud nine” campaign involves Internet, television, magazine, newspaper and radio advertisements to tell consumers how much better Trane equipment makes their home’s air quality.

The slogan, used with pictures of fluffy white clouds and blue skies, is “Heating. Cooling. And Beyond.”

“The ads are aimed directly at consumers, but dealers will see the benefits of this added exposure,” said Joyce Warrington, Trane brand director. “As we launch into the summer cooling season, we are supporting dealers through a campaign that will attract consumers to the Trane brand and to specific ways our products meet their needs for home comfort.”

Dealers will receive similar promotional materials, Warrington added.

“In the current economy, when some homeowners are thinking of repairing their HVAC systems in lieu of a complete replacement, the new campaign points out the immediate benefits of replacing or upgrading their systems now with a Trane high-performance system,” she said. “The campaign stimulates consumer interest before the dealer gets to the kitchen table, enabling dealers to reinforce the messaging and sell more products.”