WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Rainbow Card, Some Cards Have More Muscle Than Others

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Long snubbed by advertisers that would have otherwise seized the tennis star at her height of stardom, Martina Navratilova partnered with Conshohoken, Penn.-based marketing firm Do Tell to launch the gay affinity charge card, Rainbow Card.

As part of its offer, the card donates money to gay causes via the Rainbow Endowment and has provided over $1 million to organizations since its launch.

Navratilova was finally embraced by Subaru of America after the company began courting the lesbian market in 1996. A TV campaign features Martina among other female athletes in the "What Do I Know?" theme. The spot includes golfers Juli Inkster, Meg Mallon and Olympic skier Diann Roffe-Steinrotter.

Up until 2000, Navratilova won more tournaments (167) than any other player in history, male or female, and yet most advertisers were fearful of being endorsed by an open lesbian. She did have brief appearances for Apple Computer and The New York Times and now also pitches for Prince racquets.

Navratilova’s only regret is that it didn’t happen while she was still playing. “If I had been quiet about it, I would have had ads long before this,” she said. “It is a fact.” In an interview with The New York Times, she said, "All most other advertisers could see was the fact I'm a lesbian. Subaru doesn't care. They see me as everything I am."

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