TitleThe Subaru Guide to Everything
Campaign The Subaru Guide to Everything
Advertiser Subaru
Brand Subaru

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About Carmichael Lynch

We are a full-service advertising agency with a history of creating powerful emotional connections to brands. In creating these connections we do more than make our clients’ brands top of mind for their target. We find soul mates for our clients’ brands.

We are able to achieve this because we don’t use a rational approach to sell a brand, but rather emotion to make people want to share ownership for that brand. Such emotional bonds can rekindle the love customers once had for a brand, attract new enthusiasts, motivate employees and reinforce existing loyalists.

Our enemy is complacency, mediocrity and the conventional. We rally against the ordinary and hold sacred the power of inspiration: to transform, to instigate, to delight, to create devotion. 

Unlike most great creative agencies, Carmichael Lynch owns and operates a sister public relations firm, Carmichael Lynch Spong, that has achieved Agency of the Year honors from PRWeek, Holmes Report and PRNews trade magazines. For many of our clients, Carmichael Lynch works hand-in-glove with Carmichael Lynch Spong, which is regarded as the undisputed champion of best practices in public relations with few PR firms winning more awards for their work nationally. 

Latest News

Subaru To Share Zero Landfill Expertise With National Park Service To Reduce Park Waste

Cherry Hill, NJ – June 8, 2015 – Subaru, recognized for having the first automotive assembly
plant in America designated as zero landfill, today announced it will share its knowledge of zero
landfill practices with the National Park Service to reduce landfill waste from the parks. In
partnership with National Parks Conservation Association (NPCA), a non-profit national park
advocacy group, the team will test zero landfill practices in three iconic national parks –
Yosemite, Grand Teton and Denali – working toward a goal of significantly reducing waste going
into landfills from all national parks. This sustainability initiative builds upon Subaru of America’s
multi-year partnership with the National Park Foundation (NPF) celebrating the centennial of the
National Park Service and the Find Your Park movement.

In 2013, the National Park Service managed more than 100 million pounds of waste nationally.
Much of this waste was generated in the parks by its 273.6 million visitors. That amount of trash
would normally require 20 million household trash bags which if laid end-to-end would stretch
from New York to Los Angeles and back again twice. This total accounts for only the waste
managed by the National Park Service and does not account for the waste managed by park
concessioners, which is considerably higher. Concessioners provide park visitors with lodging,
transportation, food services, shops, and other services.

Also in 2013, more than seven million people visited the pilot parks – Yosemite, Grand Teton
and Denali – which collectively generated 16.6 million pounds of visitor waste. Of that amount,
6.9 million pounds was diverted from landfill via source reduction, reuse, recycling or
composting, and 9.7 million pounds was sent to landfill. By learning from experts at Subaru, the
parks and concessioners hope to further reduce waste to landfills, as well as better educate
visitors to lessen their environmental footprint within the parks.

To start this major effort, National Park Service, National Parks Conservation Association,
National Park Foundation, and concessioner representatives from each pilot park visited Subaru
of Indiana Automotive, Inc. (SIA). They observed Subaru's environmental stewardship in action,
discussed best practices and identified opportunities and challenges at each park. Following
that visit, Subaru sustainability experts visited each pilot park to assess their current practices
and discuss initiatives needed to reach the eventual goal of zero landfill.

NPCA, who is helping Subaru implement the pilot project, is conducting a baseline waste audit,
as well as reviewing recycling, organic material composting, hazardous waste management,
and visitor waste behaviors. Together, Subaru and NPCA will document the effort and create
scalable zero landfill implementation plans that other national parks can adopt.

Thomas J. Doll, president and chief operating officer, Subaru of America, Inc. said, “We are
delighted to be able to share Subaru’s expertise with our national parks. Subaru owners are
passionate national park visitors and we are very pleased that we can make a positive
contribution to a resource we all treasure."

Clark Bunting, president and CEO of NPCA said, “National parks are an important part of our
country and of our legacy. Actions we take now will pay dividends for years to come. And one of
those actions is addressing the trash produced and found in our parks. If Subaru can build cars
without contributing to landfills, how might that translate to our national parks? By marrying a
private success story to a public need, it can be a very powerful model, not just for the
centennial but for decades to come. We are proud to work with Subaru, and be the leading
convener and catalyst for this incredibly important public-private partnership.”

Subaru’s Zero Landfill Efforts
Subaru of Indiana Automotive, Inc. (SIA), the home of Subaru manufacturing in North America,
was the first automotive assembly plant in America designated as zero landfill, achieving that
status in 2004. Previously, in 2003, SIA became the first automotive plant site to be designated
a Backyard Wildlife Habitat by the National Wildlife Federation for wildlife such as blue heron,
snapping turtles, coyote, white-tailed deer and bald eagles.

SIA employs a number of techniques to prepare its waste for reuse or recycling, suchseparating food waste for composting and sending the dust produced from weld slag to arecycling facility where copper and other metals are reclaimed. Since 2000, SIA has reducedwaste per unit by 55%. The Indiana plant currently produces the Subaru Legacy and Outbackand next year will begin production of the Impreza model.

Over the years, SIA has shared its zero landfill techniques with hundreds of businesses, schools and organizations in order to benchmark their own zero landfill goals. The Subaru plant, which recycles 99.99% of its waste, will share its expertise in the arts of reduce, reuse and recycle with the pilot parks and their largest concessioners, including Delaware North Companies, Grand Teton Lodge Company, Forever Resorts, and Aramark.

National Park Service Centennial
Subaru is also the premier vehicle partner of the National Park Foundation for the centennial of
the National Park Service and Find Your Park, a public awareness and education campaign that
celebrates the milestone anniversary of the National Park Service in 2016 and sets the stage for
the national parks’ next 100 years. Find Your Park invites the public to see that a national park
can be more than just a place -- it can be a feeling or a state of mind. Further, Find Your Park
encourages people to find their own personal connections within the network of national parks
and National Park Service programs.

Subaru will spotlight its support of America’s national parks through the “Who We Are Is What
We Leave Behind” marketing campaign, created by agency of record, Carmichael Lynch. The
public will see print and digital advertisements, social media campaigns, videos, and public
service announcements. The company will also provide educational resources to improve
awareness around the issue of waste where the public will learn what they can do to reduce
their impact during park visits.

About the National Park Service
More than 20,000 National Park Service employees care for America's 407 national parks and
work with communities across the nation to help preserve local history and create close-tohome
recreational opportunities. Learn more at: www.nps.gov.

About the National Park Foundation
The National Park Foundation is the official charity of America’s national parks and nonprofit
partner to the National Park Service. Chartered by Congress in 1967, the National Park
Foundation raises private funds to help PROTECT more than 84 million acres of national parks
through critical conservation and preservation efforts, CONNECT all Americans with their
incomparable natural landscapes, vibrant culture and rich history, and INSPIRE the next
generation of park stewards. Find out more and become a part of the national park community
at www.nationalparks.org.

About National Parks Conservation Association
Since 1919, the nonpartisan National Parks Conservation Association (NPCA) has been the
leading voice in safeguarding our national parks. NPCA and its more than one million members
and supporters work together to protect and preserve our nation’s natural, historical, and
cultural heritage for future generations. For more information, visit www.npca.org.

About Subaru of Indiana Automotive, Inc.
Subaru of Indiana Automotive, Inc. (SIA), a subsidiary of Fuji Heavy Industries, Ltd., is the home
of North American Subaru production. Models built at the Lafayette, Indiana plant include the
Subaru Legacy and Outback. SIA also produces the Toyota Camry under contract with Toyota.
SIA employs over 3,800 Associates, and every Associate is committed to quality, safety and
environmental stewardship. An industry leader in environmental stewardship, SIA was the first
auto assembly plant in America to achieve zero landfill status, and SIA’s entire 832-acre site
has been designated a Backyard Wildlife Habitat by the National Wildlife Federation. SIA’s
community outreach programs include providing charitable contributions and corporate
sponsorships, hosting charitable events on-site, donating vehicles and vehicle parts to
educational institutions and encouraging Associate volunteerism, which supports hundreds of
non-profit organizations and schools throughout Indiana annually. For more information, visit

About Subaru of America, Inc.
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan.
Headquartered at a zero-landfill office in Cherry Hill, N.J., the company markets and distributes
Subaru vehicles, parts, and accessories through a network of more than 620 retailers across the
United States. All Subaru products are manufactured in zero-landfill production plants, and
Subaru of Indiana Automotive, Inc. is the only U.S. automobile production plant to be
designated a backyard wildlife habitat by the National Wildlife Federation. For additional
information, visit media.subaru.com.

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