Case Study – Volvo Cars of North America

Volvo Cars of North America Continues Diversity Initiatives with Campaign Targeting the Gay Community

Volvo Ad

Photo Credit: Prime Access

Witeck-Combs Communications worked with Ford Motor Company and Volvo Cars North America to launch an integrated marketing and advertising campaign to specifically reach gay, lesbian, bisexual and transgender (GLBT) consumers, as part of its comprehensive diversity marketing strategy. The campaign, which recognizes that GLBT households are as diverse as the family of vehicles offered by Volvo, is intended to build a stronger connection between GLBT consumers and the Volvo brand. The campaign will target GLBT consumers in the Atlanta and San Francisco metropolitan areas.