TAILIEUCHUNG - ENTIRELY COMFORTABLE WITH ITS ORIENTATION: SUBARU’S SUCCESSFUL HISTORY OF GAY/LESBIAN INTEGRATED MARKETING COMMUNICATIONS

This case study examines an integrated marketing communications success story: Subaru’s 14-year unwavering, authentic relationship with the gay and lesbian communities during which sales have doubled. Subaru reached out to the gay and lesbian consumers in 1995, beginning with corporate sponsorship of the Rainbow Card, followed by gay and lesbian-specific advertising campaigns and numerous strategic sponsorships. Subaru’s corporate communication efforts were and continue to be revolutionary considering . public opinion of gays and lesbians at the time, the potential for consumer backlash, and the media landscape. Subaru’s activities are compared with outreach from the Ford Motor Co.,. | SUBARU. Case Study Entirely Comfortable with Its Orientation Subaru s Successful history of Gay Lesbian Integrated marketing Communications 01 05 2010 Abstract This case study examines an integrated marketing communications success story Subaru s 14-year unwavering authentic relationship with the gay and lesbian communities during which sales have doubled. Subaru reached out to the gay and lesbian consumers in 1995 beginning with corporate sponsorship of the Rainbow Card followed by gay and lesbian-specific advertising campaigns and numerous strategic sponsorships. Subaru s corporate communication efforts were and continue to be revolutionary considering . public opinion of gays and lesbians at the time the potential for consumer backlash and the media landscape. Subaru s activities are compared with outreach from the Ford Motor Co. including the latter s mishandling of a boycott by the American Family Association AFA . Table of Contents The . Automotive Industry Marketing Brief History of Gay and Lesbian Providing Context Gay Marketing Circa IKEA AT T and John Hancock Receive Conservative Gay and Lesbian Automotive Company Sales 2010 Product Market Research Reveals Lesbian Niche External Communication Profile of a Subaru Owner Brand Brief History of Subaru s Gay and Lesbian IMC Founding Sponsor of Rainbow Progressive Advertising in Gay Sponsoring Gay and Lesbian TV Brand Integration Team Eco-Subaru and The L Partnering for AIDS Founding Sponsor of Sirius OutQ and Gay Organizations Recognize Subaru s Consumer Feedback for Gay and Lesbian Increased Sales Due to Ford Motor Ford s Gay-Friendly 2 Gay Organizations Recognize Ford s Jaguar Volvo and Land Rover Begin Advertising in Gay .

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