Driving Lifestyle Media for Subaru



Challenge

Introduce the Subaru brand to new lifestyle media and create strong relationships through an immersive brand experience that relays brand attributes and allows journalists to experience the life of a Subaru owner. 

Solution

Two seasonal drives were conceived and executed.  The first explored the fall splendor of Maine with a focus on an organic and rejuvenating environment for media to experience outdoor activities including kayaking and cycling, while introducing them to the all-new 2012 Subaru Impreza.  The second lifestyle media drive was a summer beachfront getaway to the Outer Banks of North Carolina showcasing the all-new 2013 Subaru Outback with EyeSight technology.  Media participated in outdoor activities including hang-gliding and surfing and took the Subaru Outback for a spin on the sand dunes capturing exciting footage to share with viewers!

Results

  • Secured top-tier lifestyle media attendance and coverage from outlets including Blackbook, OUT, SheKnows, Fitness, Women’s Health, Spry Magazine, The Source, Popular Mechanics and Cool Hunting.  
  • National coverage reached over 2.5MM impressions