Subaru is promoting both its Legacy and the idea of one's personal legacy through a six-month campaign with Logo, an ad-supported gay and lesbian-themed network from MTV Networks, a unit of Viacom, called the "Logo Legacy Campaign." The effort focuses on prominent gay and lesbian entertainers and leaders and what "legacy" means to them.
Videos feature film director Angela Robinson, "Top Chef" contestant Jamie Lauren, comedienne Sandra Valls, model and actress Jenny Shimizu, actor Cheyenne Jackson, writer/producer/actor/director Patrik-Ian Polk and actor Bryan Batt.
The videos will be featured on LogoOnline.com and several other Logo Web sites, like AfterEllen.com, AfterElton.com and Downelink.com.
AfterEllen.com and AfterElton.com will launch a series of posts tracing the legacy of lesbians and gays in pop culture, and Downelink.com will launch a contest urging its members to submit a video expressing what each of their legacies will be.
According to Amy Wigler, Logo's vice president of integrated marketing, Logo is in 40 million homes and its online properties have an average of 3.4 million unique visitors.
The videos, produced by Logo, will be live online, with Logo TV spots directing viewers to the URLs. Wigler says matching the legacy-themed videos with the Legacy launch was an obvious choice. "We were developing themed programming around gay history, and we believed picking people who have built a legacy in the gay community is something our audience would find compelling. The timing was fortuitous, since Subaru was doing a redesign and relaunch of Legacy."
She says the car will not be featured in the videos, of which there will be eight, but that Subaru branding will bookend the video content.
Subaru was among the few automakers to see sales gains last month. The Cherry Hill, N.J.-based company posted a 1% sales gain in September, versus September 2008.