The ad simply says: “Timeless truth: Today’s language.”
No mention of God or church. And that’s the point.
Zondervan’s marketing team is hoping to reach the 20-something generation. That’s why ads for the Today’s New International Version Bible will not appear in church publications, but in Rolling Stone, Modern Bride, the online satirical weekly The Onion and MTV.com.
There’s even an interactive e-card.
Some would call it radical. Zondervan marketing team says it’s a natural.
It’s all part of Zondervan’s $1 million marketing campaign for the TNIV, aimed at people 18 to 34. Zondervan’s inclusive-language TNIV is the largest launch ever of a new Bible translation, with 10 Bible products in print and audio version.
The ad campaign has run into obstacles. Initially, Rolling Stone rejected the ad for its “spiritual message” but later agreed to run it. Ad space in the magazine had been booked in July.
That controversy was enough, however, to prompt inquiries to Zondervan about the TNIV. Distribution was pushed up two weeks. This month, the TNIV reached thousands of retailers, including Family Christian Stores, Amazon.com and Wal-Mart.
The marketing campaign includes 10 variations of the Bible, including a True Identity version for women and Strive for men.
A chronological abridged version called The Story is geared for younger readers, said Ben Irwin of Zondervan’s Bible marketing team.
“They get more spiritual truth out of a compelling narrative than the three-point sermon their parents are used to.”
Comments are no longer available on this story