Lenox, East Longmeadow, Mass., manufacturer of power tool accessories, torches, solder and band-saw blades, kicked off a new promotion in partnership with Jeff Burton, driver of the car Lenox sponsors in the NASCAR Sprint Cup series. The Lenox Extra Mile Heroes Program begins with a search for users and suppliers of industrial tools who go the extra mile, Lenox says. The winner could receive up to $1 million to split with the charity of their choice.

The winner will be selected from nominees submitted by Lenox customers. The nomination includes a written story telling why the customer thinks the nominee should be the Extra Mile Hero. “Lenox wants to know how the nominee has gone the extra mile for an individual or group, and how their actions represent quality and integrity amongst users and suppliers of industrial tools.”

Entry deadline is Nov. 30, 2008. Ten finalists will be announced in January 2009. Finalists will each receive a check for $3,100 and, to go the extra mile, Lenox will match that amount for each finalist's charity of choice. All 10 finalists and a guest are also invited to attend the Lenox Industrial Tools 301 race scheduled for June 28, 2009, where the grand prize winner will be announced.

Beginning on Feb. 1, 2009, all of the finalists and their stories will be posted to www.lenoxhero.com. Customers will be asked to vote on who they think should be named the ultimate Lenox Extra Mile Hero. The finalist who receives the most votes will be named the Lenox Extra Mile Hero and win the grand prize of $31,000, as well as an additional $31,000 to be donated to their charity of choice. If Burton wins the Lenox Industrial Tools 301 race, Lenox will bump the grand prize up to $1 million for the winner to split with their charity of choice.

In recognition of the promotion, the New Hampshire Motor Speedway (NHMS) NASCAR Sprint Cup race has added a lap, making it the Lenox Industrial Tools 301.

“I am proud to be part of the LENOX team and the efforts they are making to recognize the heroes among us,” says Jeff Burton, driver of Richard Childress Racing's No. 31 Lenox Chevrolet. “The donation to the winner's charity of choice is definitely going the extra mile for their customers.”

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