Faced with the challenge of launching a full Bible translation that was previously criticized by media, retailers and consumers alike, LE&A developed and executed a full-scale PR program for Zondervan to support the launch of its new Bible, the TNIV. The primary goals were to create broad awareness of the TNIV, generate positive media coverage and neutralize the critics.

The multi-faceted plan resulted in over 1,500 positive media stories and tens of millions of media impressions, including coverage from USA Today, Fox News, CNN, MSNBC and Hannity & Colmes. The effort also generated strong retailer support, increased consumer awareness and a subdued opposition. The campaign earned LE&A two national Bulldog Media Awards and a 2006 Silver Anvil, the most prestigious national award in the PR industry.