Subaru Shifts Gears With Roadshow Sponsorship
Subaru has signed on to become the national sponsor of the PBS hit Antique Roadshow.
The automaker replaces Toyota, which was a show sponsor for two years. Under the partnership, Subaru will air two 15-second TV spots for each broadcast and have its products integrated in live Roadshow events for the 2007 season The company will also be featured in video-on-demand episodes and on the PBS Web site.
“As a niche marketer of 100 percent all-wheel drive vehicles, Subaru has to stand out from the crowd,” Tim Mahoney, senior vice president and chief marketing officer, Subaru of America, Inc., said in a statement. “We believe our sponsorship with PBS helps us do that.”
Subaru joins other show sponsors Liberty Mutual Insurance and Lunesta.
Antiques Roadshow will visit six U.S. cities next year where everyday people bring their collectibles to experts to determine their value. The show will be taped in Baltimore, Orlando, FL. San Antonio, TX, Louisville, KY Spokane, WA and Las Vegas, Subaru spokesperson Lisa Fleming said.
The show, which begins its 11th season on Jan. 1, is PBS’ most watched series.
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