Subaru of America, Inc. selects North as agency partner
Subaru Selects NORTH to create a national experiential marketing program to launch the 2012 Impreza.
Portland, OR – June 28, 2011 – Brand and creative agency NORTH has been selected to partner with Subaru of America, Inc., a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan, to create a national experiential marketing program to launch the 2012 Impreza. This announcement follows a competitive review of eight invitational agency proposals.
As NORTH continues to expand its service offerings it is an honor that we now get to to partner with Subaru to develop an experiential marketing program that builds on event strategy to create relevant consumer lifestyle experiences. NORTH’s strategic thinking and creative expression will guide the program development, deepening connections to a ‘passionate’ Subaru owner culture.
More specifically, the expertise of Brand Experience Producer at NORTH, Megan Bassett, will play a key role in defining the experience for the launch. Her event strategy and production experience for brands like Ford, Allstate and Starbucks in addition to the event series she has produced for NORTH’s client KEEN will provide a foundation for the program. The event-based launch strategy will be incorporated within more traditional brand outreach both offline and throughout the social web.
Creating interactive experiences with a face-to-face component expands the role traditional brand engagement has held. “Not that long ago brands just telegraphed their benefits and attributes via advertising,” says NORTH’s Managing Partner Rebecca Armstrong. “Nowadays people demand much more engaging and interactive brand experiences. In this context, it made sense for us to grow our experiential marketing capabilities so we can produce those high-touch, rubber-meets-the-road expressions of brand for our clients, along with our other trans-media brand communications offerings.”
Todd Lawrence – Promotions and Sponsorship Manager, Subaru of America adds: “NORTH beat out several outstanding vendors in the RFP process and clearly stood out as the top agency to handle our program.”