ELCA NEWS SERVICE

March 31, 2009  

ELCA Launches 'Brand Campaign' on National Cable, Local Television
09-075-JB

     CHICAGO (ELCA) -- The Evangelical Lutheran Church in America
(ELCA) will launched a national television "brand campaign" March
30 on national cable channels and in selected television markets.
A second campaign will follow beginning May 11.
     "The purpose of the ELCA brand campaign is to grow awareness
of the Evangelical Lutheran Church in America and inspire members
to invite others to a worship service," said Kristi S. Bangert,
executive director, ELCA Communication Services. "After two years
of research, testing and tweaking, the ads are ready for prime
time."
     Through April 19 two ELCA television spots featuring the tag
line "God's work, our hands," will air on the Cable News Network
(CNN), Headline News (HLN), the Fox News channel, Home & Garden
Television (HGTV) and the Do It Yourself (DIY) Network.
     One spot, "Dignity," features Trinity Lutheran Church,
Bismarck, N.D., in its outreach to people who are homeless and
hungry.  The other spot, "Hope," features a Lutheran mission in
Senegal that teaches business skills to women.  The spots can be
viewed at http://www.ELCA.org/ads/tv on the ELCA Web site.
     The spots also will be broadcast locally in Fargo-Valley
City, N.D.; Minneapolis-St. Paul, Minn.; Minot-Bismarck-
Dickinson, N.D.; Rochester, Minn.-Mason City, Iowa-Austin Minn.;
and Sioux Falls, S.D.  Bangert said these markets were chosen
because many Lutherans reside in these areas, and congregations
are experiencing significant growth in ELCA baptized membership.
     ELCA Communication Services staff worked with Tom, Dick &
Harry Advertising, Chicago, to arrange the advertising schedule.
     The television ads are supported with print, outdoor and
online advertising artwork that can be used by congregations,
Bangert said.  These materials will be available at
http://www.ELCA.org/ads on the ELCA Web site.
     Congregations can also help spread awareness of the
campaign, she said. A congregational marketing kit, featuring
bulletin inserts, postcards, posters and an outdoor banner
supporting the campaign will be available online.  Components
will be posted throughout April at http://www.ELCA.org/ads/kit on
the ELCA Web site.
     The brand campaign is timely given the uncertain economic
outlook, Bangert said. "This church wants people to know that we
are out there offering hope and care -- doing God's work with our
hands," she said.
     "By putting this comprehensive plan into action, we hope to
spread the word about what God is doing in and through the ELCA,"
Bangert said.


For information contact:
John Brooks, Director (773) 380-2958 or [log in to unmask]
http://www.elca.org/news
ELCA News Blog: http://www.elca.org/news/blog