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.,.
