Society aims to reach holidaymakers
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| n The billboards advertising products on sale from the Bible Society at the highway rest stop |
CAIRO, Egypt — With a new two-pronged initiative, the Bible Society of Egypt (BSE) is targeting its Bibles and other Scripture products at people on the move.
At the end of July the Society opened a 24-hour Bible bookstall during weekends at the busiest highway rest stop in the country, and it is running roadside advertising nearby.
The ‘Masters’ rest stop, half-way along the Cairo-Alexandria desert highway, is the busiest in the country. This summer, as usual, tens of thousands of drivers have taken a break there en route from Cairo to holiday spots on the Mediterranean coast.
The small but attractively-designed BSE kiosk there is staffed 24 hours a day during weekends and until 2 or 3am on other days to serve the endless queues of travellers seeking rest and refreshment on their long journeys.
Many have been surprised to find a Bible bookstall in the somewhat unusual location and have offered the staff their congratulations. Sales have been good and the staff are very encouraged.
Dream and vision
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| n The billboards advertising products on sale from the Bible Society at the highway rest stop |
“We are excited about this new project,”
said Ramez Atallah, BSE General Secretary. “Our dream and vision
is for Scripture products to be available to people wherever they are
and this is one of the ways in which we are accomplishing our goal.”
And with the help of some local business people the Society is also giving publicity to the products on sale at the kiosk with three roadside billboards located about 40km before the ‘Masters’ rest stop.
‘A Light for My Path’
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Many have been surprised to find a Bible bookstall in the somewhat unusual location and have offered the staff their congratulations. Sales have been good and the staff are very encouraged. |
The 8m by 4m billboards all bear the
legend ‘A Light for My Path’, and all advertise different
formats: Scriptures in print, on audio-cassettes and CDs and Scriptures
in video format such as the Jesus film. In case drivers miss
the BSE kiosk at the rest stop, the posters give a telephone number
from which products can be ordered.
Mr Atallah said that advertising on billboards had been his dream for many years.
“To our knowledge this is the first time that anything Christian has been advertised in Egypt by the use of billboards,” he said. “We want to make the Scriptures known to people who are going on vacation and remind them that this is a good time to have access to God’s Word.” He asked for prayers that God would bless the new venture. (WR 363/28 - 10.01) [PHOTOS]