Friday, July 24, 2009

Subaru Sponsors Seek The Peak Fundraiser

CHERRY HILL, NJ — Subaru of America, Inc. will once again sponsor the Seek the Peak Hike-a-Thon, July 24-25. With every step, hikers will help raise money for the Mount Washington Observatory (MWO). In 2008, hikers raised over $100,000 for the 77-year old non-profit organization.

The Mount Washington Observatory is a private, non-profit scientific and educational institution organized under the laws of the state of New Hampshire. Its mission is to advance understanding of the natural systems that create the Earth's weather and climate, by maintaining its mountaintop weather station, conducting research and educational programs and interpreting the heritage of the Mount Washington region.

"Sponsoring Seek the Peak is a great way for Subaru to interact with people that have an affinity for our products," notes Tim Mahoney, senior vice president and CMO, Subaru of America, Inc. "We know that our customers enjoy the types of educational activities offered through the Mount Washington Observatory and hope that our support has helped expand their educational offerings."

Subaru renewed it sponsorship with the Mount Washington Observatory in 2009. The brands are a good fit as Subaru customers are adventure seekers as are those who visit the legendary Mount Washington Observatory.

"Subaru's support means so much to the Observatory," says Scot Henley, Mount Washington Observatory Executive Director. "As a presenting sponsor of Seek the Peak and an underwriter of our educational programs, Subaru makes a real impact in the Observatory, year after year."

This year marks the seventeenth year of the Mount Washington Observatory sponsorship, which is Subaru's longest running non-profit partner. Subaru is the "Official Vehicle" of the Mount Washington Observatory and the observatory receives two vehicles from the manufacturer to support its mission in education and research.

As seen in the February edition of National Geographic Magazine, Mount Washington is home to some of the fiercest winter conditions on the planet. During summer, it is the pinnacle of the New England hiking scene, with several routes to choose from, unique above-tree line tundra and stunning views east to the Atlantic Ocean, north to Canada and west to the Adirondacks.

Many companies are using the economic recession as an excuse to lessen their philanthropic endeavors, but not Subaru. In fact, Subaru is doing good and promoting their business. The Seek the Peak event is a great way, as (more or less) stated by Subaru's CMO, for Subaru to interact with their target demographic. The partnership with MWO allows Subaru to invest in its consumers by supporting a cause that they are passionate about. Thus, improving not only the consumer relationship with the product, but also increasing the strength of their brand. And let's be honest, we love when our favorite companies support the things important to us.

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