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LESBIAN TENNIS SUPERSTAR TO ENDORSE CREDIT CARD

Tennis star Martina Navratilova is the spokesperson for a new credit card for gays and lesbians. Subaru of America, the Travelers Bank and Visa U.S.A. have joined to market the co-branded Rainbow Card which will help raise money for charitable causes backed by the Rainbow Card Foundation. These include the Community Research Initiative on AIDS and the National Centre for Lesbian Rights. Navratilova, who likely has won more tennis titles than any other player in the history of the game, feels she has suffered the loss of a number of endorsement opportunities because of her openess about being a lesbian. However, Subaru found in focus groups that it has a lesbian following for its vehicles, and therefore decided it would be a good idea to tailor some of its marketing for this group. The Rainbow Card will be backed by print advertising, as well as by brochures and stickers distributed in bars, bookstores, clubs and restaurants. The Rainbow Card program was created by Do Tell Inc. of Conshohocken, Pennsylvania. Subaru will run test ads, created by Mulryan/Nash of New York, in local publications in 10 markets with large populations of homosexuals, including Atlanta, Boston and San Francisco.

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