ZONDERVAN - Lambert, Edwards & Associates
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ZONDERVAN

Bible Across America – Zondervan Bible Across America – Zondervan
Company

Zondervan is a world leading Bible publisher and provider of Christian communications. The company’s products are sold in multiple formats, worldwide in more than 60 countries, translated into nearly 200 languages.

Project

To celebrate the 30th anniversary of the New International Version (NIV) of the Bible, the best-selling translation with more than 300 million copies in print, Zondervan asked LE&A to develop creative ideas to promote its most important product.

Tactics

  • Developed the campaign that became Bible Across America, a nationwide promotional tour that invited 31,173 everyday Americans to handwrite the entire NIV Bible​
  • From concept to execution, LE&A coordinated every aspect of the tour—creative design, strategic partnerships, resource acquisition (including the RV), event locations, staffing, volunteers and quality controls​
  • Executed a tiered media relations strategy that leveraged its national relationships and a grassroots strategy focused on local TV, radio and news
  • Coordinated a strategic sponsorship from Salem Radio Network, the largest Christian radio network for NIV promos and on-site broadcasts

Results

  • Media results exceeded 50 million impressions with features in USA Today, TIME magazine, The Wall Street Journal, CNN, NPR the Associated Press, and more than 300 local and online media
  • LE&A’s social media campaign included outreach via Twitter, YouTube videos and a blog to help people follow the RV across the country​
  • LE&A earned a Silver Anvil, the most prestigious national award in the PR industry

Category
Consumer