Subaru Case Study - The Arthur Page Society

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                                                                                                                                                                                                     145 “2008 Sponsors of Milwaukee Pride Parade.” http://www.prideparade mke.org/Sponsors/sponsors.htm (accessed December 6, 2009).  146 Out Takes Dallas. “Our History.” http://www.outtakesdallas.org/history.html (accessed December 6, 2009).  147 Wilke, Mike. “Gay-Coded Subaru Ads Return to Mainstream.” Commercial Closet Association, April 18, 2002, http://www.commercialcloset.org (accessed December 6, 2009).  148 ChicagoPride.com. “Chicago Lesbian and Gay International Film Festival through Thursday.” November 7, 2003, http://www.chicagopride.com/news/article.cfm/articleid/1028961 (accessed December 6, 2009).  149 Linnett, Richard. “Same Sex, Same Car.” Advertising Age, March 31, 2004.  150 Sklar, Roberta. “National Gay and Lesbian Task Force Announces First Annual Advocate Golf Classic Presented by Subaru.” National Gay and Lesbian Task Force, August 4, 2004, http://www.thetaskforce.org/press/releases /pr721_080404 (accessed December 6, 2009).  151 Behrens Web. “Run Through the Jungle.” The Advocate, May 13, 2003, p. 61.  152 Adams, Bob. “Keeping It Real.” The Advocate, April 1, 2002, p. 34.  153 Elliott, Stuart. “Martina Navratilova in a Campaign for Subaru.” New York Times, March 13, 2000.  154 Motavalli, Jim. “Gay-Friendly Cars: Is Subaru Number One?” bNet, April 17, 2009, http://industry.bnet. com/auto/10001205/gay-friendly-cars-is-subaru-number-one/ (accessed December 6, 2009).  155 Linnett, Richard. “Same Sex, Same Car.” Advertising Age, March 31, 2004.  156 Ebenkamp, Becky. “Study Identifies the Least Price-Sensitive Consumers.” Brandweek, September 19, 2009.  157 Subaru. “Our Partners.” http://www.subaru.com/company/partnerships/index.html (accessed December 6, 2009).  158 Dining Out for Life. http://www.diningoutforlife.com/ (accessed December 6, 2009).  159 Wilke, Michael. “Gay Radio and Subaru Get Sirius On Satellite.” Commercial Closet Association, September 10, 2004, http://www.commercialcloset.org (accessed December 6, 2009).  160 Larson, Megan. “MTV Networks Delays Logo Launch.” Mediaweek, January 13, 2005.  161 Wilke, Michael. “Subaru Adds Custom TV for 10 th Year of Gay Marketing.” Commercial Closet Association, November 9, 2005, http://www.commercialcloset.org/common/news/reports/detail.cfm?Classification= news &QID =4543& ClientID=11064&BrowseFlag=1&Keyword=&StartRow=11&TopicID=405&subnav= adcolumn& sub section= (accessed on December 19, 2009).  162 Elliott, Stuart. “Hey, Gay Spender, Marketers Spending Time With You.” New York Times, June 26, 2006, p. 8, Late edition.  163 Crupi, Anthony. “Subaru Revs Up Branding Campaign on Logo.” Mediaweek, October 3, 2005.  164 Wilke, Michael. “Subaru Adds Custom TV for 10 th Year of Gay Marketing.” Commercial Closet Association, November 9, 2005, http://www.commercialcloset.org/common/news/reports/detail.cfm?Classification= news&QID =4543& ClientID=11064&BrowseFlag=1&Keyword=&StartRow=11&TopicID=405&subnav=adcolumn& sub section= (accessed on December 19, 2009).  165 Elliott, Stuart. “Hey, Gay Spender, Marketers Spending Time With You.” New York Times, June 26, 2006, p. 8, Late edition.  166 Story, Louise. “Marketers Struggle To Get Viewers to Linger For the Commercials.” New York Times, May 22, 2007, p. 6, Late edition.  167 Crupi, Anthony. “Logo, Subaru Partner on ‘Legacy’ Campaign.” Mediaweek, September 30, 2009.  168 Human Rights Campaign. “Corporate Equality Index.” http://www.hrc.org/issues/workplace/cei.htm (accessed December 6, 2009).  169 Subaru Global. “Subaru of America, Inc. Earns Top Marks in 2010 Corporate Equality Index.” September 21, 2009, http://www.subaru-global.com/news2009n000945.html (accessed December 6, 2009).   170 Human Rights Campaign. “Corporate Equality Index: 2009 Statements from Employers that Rated 100 Percent.” http://www.hrc.org/issues/workplace/11139.htm (accessed December 6, 2009).  171 Human Rights Campaign. “Corporate Equality Index.” http://www.hrc.org/issues/workplace/cei.htm (accessed December 6, 2009).  172 Anonymous. “Transitions.” The Advocate, December 6, 2005, p. 30.  173 GLAAD Blog. http://glaadblog.org/tag/20th-annual-glaad-media-awards/ (accessed December 6, 2009).  174 Subaru Global. “Mediapost.com Names Subaru of America Automotive Marketer of the Year.” December 17, 2008, http://www.subaru-global.com/news2008n000876.html (accessed on December 6, 2009).  175 Brand Keys. “2009 Brand Keys Customer Loyalty Engagement Index.” http://www.brandkeys.com/awards/ (accessed on December 6, 2009).  176 Halliday, Jean. “Gay Ride.” Advertising Age, February 25, 2002.  177 Ibid.    40 
                                                                                                                                                                                                     178 Lipsyte, Robert. “Backtalk - A Triumph of Orienteering Over Orientation for Adventure Racers.” New York Times, September 22, 2002, p. 9, Late edition.  179 Williams, Alex. “Gay by Design, Or a Lifestyle Choice?” New York Times, April 12, 2007, p. 7, Late edition.  180 Car Talk. “The Ultimate Gay and Lesbian Cars.” http://www.cartalk.com/content/features/Gay-Lesbian/gay- chick-winner.html (accessed on December 6, 2009).  181 Donaldson-Evans, Catherine. “Fortune 500 Companies See Money in Gay Families.” Fox News, http://www.foxnews.com/story/0,2933, 120902,00.html (accessed October 19, 2009).  182 Levy, Efraim. “Industry Surveys: Autos & Auto Parts.” Standard & Poor’s, June 25, 2009, http://www.net advantage.standardandpoors.com.libproxy.lib.unc.edu/NASApp/NetAdvantage/showIndustrySurvsh.do?task=showI ndustrySurvey&type=pdf&code=aup (accessed December 6, 2009).  183 Ford Motor Company. “Annual Reports.” http://www.ford.com/microsites/annual-reports (accessed on December 6, 2009).  184 Ford GLOBE History. “Press Releases.” http://fordglobe.org/history.html (accessed on December 6, 2009).  185 Jennings, Bob. “Blue Oval Chases the Pink Dollars.” Sydney Morning Herald, August 31, 2001.  186 Human Rights Campaign. “Corporate Equality Index.” http://www.hrc.org/issues/workplace/cei.htm (accessed December 6, 2009).  187 Kuhr, Fred. “Driving Sales: Car Companies Find Success Advertising To Gay Consumers and Supporting Groups that work for Equality,” The Advocate, November 9, 2004, http://www.accessmylibrary.com/article-1G1- 126164421/driving-sales-car-companies.html (accessed September 29, 2009).  188 Ibid.  189 Rothman, Cliff. “A Welcome Mat for Gay Customers.” New York Times, August 17, 2001, pg. 1, Late Edition.  190 Wilke, Michael. “Jaguar Stalks Gay Market.” Commercial Closet Association, December 23, 2002, http://www. commercialcloset.org (accessed December 6, 2009).  191 Ibid.  192 Ibid.  193 Yin, Sandra. “Coming Out in Print.” Advertising Age, February 1, 2003.  194 Prince, C.J. “Designated Driver.” The Advocate, March 18, 2003, p. 31.  195 Wilke, Michael. “Jaguar Stalks Gay Market.” Commercial Closet Association, December 23, 2002, http://www. commercialcloset.org (accessed December 6, 2009).  196 Wilke, Michael. “Avis and Ford Seek Loyalty with Loyalty.” Commercial Closet Association, July 12, 2005, http://www. commercialcloset.org (accessed December 6, 2009).  197 Solis, Dianne. “More Firms Aim Their Ads Directly at Gays.” Dallas Morning News, July 22, 2003.  198 Wilke, Michael. “Avis and Ford Seek Loyalty with Loyalty.” Commercial Closet Association, July 12, 2005, http://www. commercialcloset.org (accessed December 6, 2009).  199 Wilke, Mike. “Volkswagen, Volvo and Jaguar Make Gay Drive.” Commercial Closet Association, July 20, 2001, http://www. commercialcloset.org (accessed December 6, 2009).  200 Ibid.  201 Ford GLOBE History. “Press Releases.” http://fordglobe.org/history.html (accessed on December 6, 2009).  202 Association of National Advertisers, Inc. “2009 ANA Multicultural Excellence Awards.” http://www.ana.net/committees2/content/multiawards2009 (accessed December 6, 2009).  203 Kuhr, Fred. “Driving Sales: Car Companies Find Success Advertising To Gay Consumers and Supporting Groups that work for Equality,” The Advocate, November 9, 2004, http://www.accessmylibrary.com/article-1G1- 126164421/driving-sales-car-companies.html (accessed September 29, 2009).  204 Wilke, Michael. “Volvo Bids for Gay Families.” Commercial Closet Association, May 6, 2003, http://www. commercialcloset.org (accessed December 6, 2009).  205 Wilke, Michael. “Jaguar Stalks Gay Market.” Commercial Closet Association, December 23, 2002, http://www. commercialcloset.org (accessed December 6, 2009).  206 Wilke, Michael. “Volvo Bids for Gay Families.” Commercial Closet Association, May 6, 2003, http://www. commercialcloset.org (accessed December 6, 2009).  207 Roberts, Cindy. “AFA Suspends Ford Boycott for Six Months.” American Family Association Press Release, June 6, 2005, http://media.afa.net/newdesign/ReleaseDetail.asp?id=3204 (accessed December 6, 2009).  208 Johnson, Alex. “Another Swing of the Pocketbook: Christian Activist Group goes after Ford Motor Co.” MSNBC, June 1, 2005, http://www.msnbc.msn.com/id/8047423/ (accessed December 6, 2009).  209 Hyde, Justin. “Antigay Groups Boycott Ford: Coalition Says Ads Threaten Values.” Detroit Free Press, March 14, 2006.    41 
Page 1 and 2: CASE STUDY ENTIRELY COMFORTABLE WIT
Page 3 and 4:   Gay Organizations Recognize For
Page 5 and 6: Subaru needs to grow its consumer b
Page 7 and 8:   Chart II: 2007-08 Top 10 Advert
Page 9 and 10: PROVIDING CONTEXT: GAY MARKETING, C
Page 11 and 12: After running an ad during a 1994 e
Page 13 and 14: Yoshio Hasunuma is the Chairman, Pr
Page 15 and 16: PROFILE OF A SUBARU OWNER: BRAND LO
Page 17 and 18:   • License plate: XENA LVR - a
Page 19 and 20: FOUNDING SPONSOR OF SIRIUS OUTQ AND
Page 21 and 22: By 2000, Subaru was receiving feedb
Page 23 and 24:   23  Source: HRC 186 In 2003,
Page 25 and 26: After the memo was distributed, For
Page 27 and 28: considered. First, Subaru is a smal
Page 29 and 30:   APPENDIX II 29 
Page 31 and 32: Sep 21, 2009 [USA] Cherry Hill, NJ,
Page 33 and 34: Chicago Tribune 12/07/2005 Rick Pop
Page 35 and 36: American Family Association Contact
Page 37 and 38:            
Page 39:            
Page 43:

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