FOR IMMEDIATE RELEASE
Date: July
1, 2007
Contact: Heather
D. Adams
Director
of Publicity
(615)
902-2224 office/(615) 902-2746 FAX
hadams@thomasnelson.com
Unprecedented
Partnerships to Propel Lucado’s Fall Release
Thomas
Nelson Unites Product and Marketing Partners for 3:16 Campaign
Nashville,
Tennessee—Thomas Nelson Publishers has assembled an unprecedented number of
product and marketing partners for the launch of Max Lucado’s new adult trade book,
3:16
– The Numbers of Hope. Releasing
September 11, 2007, the hardcover title will release alongside a broad product
line—and with the support of a two-stage marketing campaign and product launch
(Fall 2007 and Spring 2008).
Max Lucado releases a new title most
every fall, but 3:16 is receiving unusual support outside its publishing
home. Not only has Thomas Nelson created
multiple foreign language editions, gift books and children’s books based on
the adult trade book, but it has licensed an extensive product list. And each of these product partners, which
include LifeWay, Kerusso, Hallmark/Dayspring, Indelible Creative Group and Bob
Siemon Designs, bring their own marketing initiatives to the broader campaign. The efforts of all the 3:16 “partners” are being
coordinated by a Lucado oversight team. “3:16
is more than a book,” says Thomas Nelson Publisher David Moberg. “It is a mission of global proportions that
invites Christians around the world to unite around the central message of our
faith – embodied in the words of John 3:16.”
The
two-stage marketing campaign coordinated by Thomas Nelson for all 3:16
products includes:
·
Fall 2007: a launch campaign
including media tour (9-11-07), national television and radio advertising,
extensive print advertising and outdoor advertising campaign to support the
release of the first wave of products.
·
Spring 2008: a global evangelism initiative via a Lucado
event simulcast on Palm Sunday, 3-16-08.
A separate wave of products releases early in 2008.
Of
special note is Palm Sunday, 3-16-08, when Max Lucado will be the keynote
speaker for an international satellite simulcast to U.S. churches alongside
international events in multiple countries world-wide. In the months leading up to Palm Sunday 2008,
Thomas Nelson and its partners will offer to thousands of churches multiple 3:16
resource materials including 3:16study materials, church music,
evangelism booklets, yard signs, banners and mailers—all of the pieces needed
for a church to creatively reach their community with this message. Early in 2008, Thomas Nelson will be
partnering with large churches to buy 3:16 billboards in major markets
across the U.S. “It is no coincidence
that Palm Sunday 2008 falls on 3.16.08,” says Max Lucado. “It is our hope and prayer that people
world-wide will be touched with the life-altering, undeniable hope found in the
verse ‘God so loved the world…’”
Other
innovative 3:16 product marketing efforts will include:
·
Extensive
in-store marketing materials will be created for retailers, including a
promotion video, end-cap kit (ISBN #1-4002-0101-2), and floor display
(available in January 2008 for second phase of campaign).
·
Unprecedented
grassroots campaign in targeted markets, using multiple visual mediums.
·
More
than 2.5 million shopping bags displaying the 3:16 message inside
airport bookstores in Boston, Miami and New York.
·
Online
promotions will include banner advertising on ChristianityToday.com,
Outreach.com, SermonCentral.com, LifeWay.com and MaxLucado.com. E-cards, 3:16 viral prayer, screen savers,
instant messenger buddy icons, downloadable banners and video links will be
available.
·
Print
advertising is planned for fall 2007 and spring 2008 in Christianity Today, Outreach
and Leadership magazines.
·
National
publicity campaign with reviews and interviews in print, broadcast and internet
media. A national TV and radio satellite
media tour is scheduled to coincide with the September 11, 2007 release date.
·
Three-phase
radio promotion with Jones Radio Network, The Marketing Group and Ambassador
Advertising Agency – broadly reaching general market, Country, AC, Christian,
Oldies and other radio stations.
·
DaySpring,
a division of Hallmark, will have a custom endcap display and banner
advertisements on Dayspring.com.
·
Indelible
Creative Group will have a custom endcap and in-store video loop for “3:16
Songs of Hope” via Word Entertainment. “Win it before you can buy it” campaign
and artist PR campaign will promote the product to consumers.
With
more than 50 million books in print, Max Lucado’s 60+ titles are read worldwide
in more than 20 languages. Christianity Today magazine dubbed
Lucado “America’s Pastor,” and Publishers
Weekly, the general market publication for books and bookselling, recently
proclaimed “there aren’t many authors bigger than Lucado.” In 2005, Reader’s
Digest called him “America’s Best Preacher.” His books are regular fixtures
on national bestseller lists including The
New York Times, USA Today and Publishers Weekly. Lucado has been featured in a wide range of media,
including USA Today, “Larry King
Live” and “NBC Nightly News,” and has spoken at the National Prayer Breakfast
before the President of the United States.
# # # #
3:16 – The Numbers of Hope
By Max Lucado
Available September 11, 2007
Thomas Nelson Publishing
Hardcover, ISBN 10: #0-8499-0193-6, ISBN 13: #978-0-8499-0193-5, $24.99
256 pages, 6 1/8 x 9 1/4
Religion/Christianity/Christian
Life
Review copies and limited
interviews are available upon request.
Contact Heather Adams, Thomas
Nelson, 615-902-2224, hadams@thomasnelson.com
Thomas Nelson is a leading provider of
Bibles, products, and live events emphasizing Christian, inspirational and family
value themes. For more information, visit our website
www.thomasnelson.com.