TITLE

Subaru's approach: Rollin' on the river

AUTHOR(S)
King, Jenny
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM25
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the marketing partnership between Subaru and the American Canoe Organization. The organization, founded in 1890, is one of America's oldest sporting and environmental groups, consisting mainly of canoeists and kayaking enthusiasts. Their relationship works this way: Association members receive a boatload of benefits packet including a coupon that entitles them to a three-year free maintenance plan with the purchase of a new Subaru. Subaru developed print ads for the association's Paddler magazine, with themes such as how get up a creek without a paddle. Since getting into the program, Subaru marketers attend 20 to 30 canoe or kayak events each year. According to Tim Mahoney, Subaru director of marketing, event marketing has helped Subaru expose its vehicles to consumers outside the dealership arena.
ACCESSION #
18196796

 

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