In his Thursday night speech, Romney is expected to talk about how his Mormon faith has guided his life.
While many Americans may not be experts about the Mormon religion, they may have come across an advertisement for it at some point over the past couple of years. The Church of Jesus Christ of Latter Day Saints has maintained an active public relations presence online. It launched its "I'm a Mormon" ad campaign in 2010, a marketing effort to to introduce ordinary people who belong to the Mormon faith. The campaign has included TV ads, online spots, billboards, and other offline marketing methods. The church continues to run ads online.
"We continue to run online ads in a variety of places, but there’s been no change in the volume or focus of those ads," said church spokesman Eric Hawkins.
Mormonism has received renewed attention in the lead-up to Romney's speech tonight at the Republican National Convention in Tampa. Vice presidential nominee Paul Ryan and former Arkansas governor Mike Huckabee made mention of Romney's religion in speeches Wednesday night.
"Our different faiths come together in the same moral creed. We believe that in every life there is goodness; for every person, there is hope. Each one of us was made for a reason, bearing the image and likeness of the Lord of Life," Ryan said.