Rick Marshall, crusade director for Billy Graham’s 2001 Lousiville Crusade, talks about the organization’s marketing efforts, which included spending $200,000 (not including donated or discounted ad space) on 65 billboards, 60 bus ads, 318 TV spots, 43 newspaper ads, 7,500 posters and 844 radio spots.
“Popular culture views Christianity today as self-righteous, critical, judgmental,” Marshall said. “If people think they are going to be preached at, they are not going to come.”
One billboard boasted the line: “If God exists, you’ll be glad you came. If he doesn’t, there’ll be pizza.”
