To reach NCAA basketball fans and Enterprise Rent-A-Car customers who share a passion for basketball Enterprise launched the “Road Trip to the Final Four” on March 15. Kicking off in Louisville, Ky., the tour opened at the first regional tournament site and will continue to follow the tournament across the U.S. on its way to the Final Four in New Orleans.

The Enterprise “Road Trip to the Final Four” brings fans March Madness to them through the Twitter handle @EnterpriseWay and the Enterprise Facebook page. Fans can follow the conversation by providing recommendations to the Road Trip team on the best places to stop and visit along the way.

Throughout the trip, the team is sharing videos and stories from the road and bringing the road trip experience to life via its social media channels. They are also giving away prizes, including tickets to NCAA Tournament games.

“As a proud corporate partner of the NCAA for the past seven years, we’re excited to bring our partnership to life for our customers and basketball fans everywhere,” said Rob Kessler, director of corporate communications at Enterprise. “We have a talented and hilarious crew of die-hard basketball fans that will be sharing impromptu stories while looking for help from fans as they make their way to New Orleans. This road trip will be an exciting and engaging way for basketball enthusiasts to stay connected to everything that’s happening in and around the tournament games.”

The rest of the dates and “Road Trip to the Final Four” locations include:

Wednesday, March 21: Lexington, Ky.
Wednesday, March 21: Bloomington, Ind.
Friday, March 23: St. Louis, Mo.
Saturday, March 24: St. Louis, Mo.              
Sunday, March 25: Atlanta, Ga.
Monday, March 26: Atlanta, Ga.
Tuesday, March 27: Atlanta, Ga.
Tuesday, March 27: Auburn, Ala.
Thursday, March 29: New Orleans, La.
Friday, March 30: New Orleans, La.
Saturday, March 31: New Orleans, La.
Sunday, April 1: New Orleans, La.
Monday, April 2: New Orleans, La.

In addition to the Road Trip, Enterprise is highlighting its NCAA partnership with a new TV spot showcasing Enterprise employees who are former college athletes in a variety of sports, from swimming to football to soccer.

The new commercial — part of “The Enterprise Way” advertising campaign  — focuses on the importance of the brand’s customer service, culture and heritage. The 30-second spots will be featured during coverage of the NCAA Tournament.