Subaru of America, Inc. is accelerating its involvement with causes in support of its Love Promise marketing campaign.

The three-year-old campaign builds on Subaru’s long-running support of the environment, pets, winter sports and other activities and causes championed by its customers, with the ultimate goal of making the world a better place.

“We will always care about the things our owners care about. We wanted to put more attention on the philanthropic space,” said Bridget Hanrahan, Subaru promotional/sponsorship marketing manager. 

The Love Promise campaign is comprised of five cause platforms, each of which the company supports via partnerships with nonprofits:

  • Subaru Loves the Earth/National Park Foundation, etc.
  • Subaru Loves to Care/ Make-A-Wish America, etc.
  • Subaru Loves to Help/Meals on Wheels America, etc.
  • Subaru Loves Learning/American Association for the Advancement of Science, etc.
  • Subaru Loves Pets/ASPCA, etc.

And Subaru continues to share the love with new partners. The company in 2016 added two new properties to the cause marketing campaign: the National Wildlife Federation (Surbaru Loves the Earth) and the Leukemia & Lymphoma Society (Subaru Loves to Care).

Subaru’s 600-plus retailers play a key role in executing the Love Promise initiative.

Subaru retailers in April will support the National Wildlife Federation and “Subaru Loves the Earth” platform by donating bird feeders, plants and other materials that can be used to create certified wildlife habitats to local schools.

“It’s the essence of thinking globally but activating locally,” said Hanrahan, noting that the number of animal species in the wild has declined significantly over the past few decades.

Subaru also will leverage its sponsorship of next month’s Philadelphia Flower Show in support of the NWF. The automaker—which has sponsored the flower show for the past 16 years—will promote the nonprofit at an exhibit designed to educate attendees about the certified wildlife habitat program.

Subaru also will present the Gardener’s Studio—an exhibit where attendees can learn about the latest gardening trends and techniques and Subaru’s zero landfill initiative—and Fido Friday, a day when pet parents are invited to bring their dogs for a plethora of pet-friendly activities.

Pet parents also will receive a free custom Subaru Loves Pets dog ID tag.

Revamps Subaru Winterfest
On the ski and snowboard front, Subaru this year has refreshed Subaru Winterfest, a mountain destination and lifestyle tour designed to engage winter sports enthusiasts and promote the automaker’s all-wheel drive vehicles.

The program features a ski chalet inspired by HGTV’s Tiny House Hunters, live music, complimentary s’mores, craft coffees and giveaways from Nordica, Thule, Klean Kanteen and other Subaru partners.

Subaru also uses the program to support is Love Promise commitment to animals and pets via an avalanche dog scholarship fund created in conjunction with the National Ski Patrol, one of the automaker’s longtime partners. Subaru donates $1 to the fund for each piece of information distributed at the events.

Subaru Winterfest will visit Sierra-at-Tahoe Resort in California, Cooper Mountain Resort in Colorado and ten other ski destinations via a partnership with POWDR Adventure Lifestyle Co., the owner of the majority of the resorts.