Dieste Book A Trip Twd
With the spread of Covid-19, companies around the U.S. have been reinventing themselves. One such is The Wild Detectives bookstore with its apparent migration from books to travel. Its Book a Trip campaign, created with the aid of Dieste, arose from the universal urge to explore.The initiative was first launched last September, but with the onset of the pandemic the idea had to be readjusted, according to Dieste Creative Director Benjamin Jara. “We saw we could satisfy a desire that everybody has but is no longer able to do, which is to travel. We presented the idea to The Wild Detectives, whose execs told us it was perfect, because they were going to open an online bookstore to make up for closing the shop. Everything fell into place.” With an organic post launched on Sunday, April 26, The Wild Detectives seemed to announce it was changing its business model to become a travel agency. “People went mad – they couldn´t believe another small business they were so fond of was also closing. But once they calmed down and paid a bit more attention to the idea, they noticed the pun, and that’s when people fell in love with the idea. Book a Trip encapsulates the concept perfectly: traveling through reading,” Jara said. In three days, the website Book a Trip received more than 30,000 unique views, and book sales jumped by 200 percent. “This is 100 percent organic, something that fills us with even more pride. Because that is what we want – first, for it to profit The Wild Detectives, but most importantly, that the experience from beginning to end brightens people`s days during the difficult times we are living through with such uncertainty, sadness and fear. The expressions of support and love towards The Wild Detectives are not bought or paid for,” said Dieste Social and Digital Strategy Director Roberto Hernandez. He is particularly grateful for the effort made by “Jenaro Diaz and his team at DJNR Interactive, because they set up the website with a view toward its growth and adapting to the public’s demands over time.” Book a Trip reflects teamwork. “For me, it is a timeless idea, without meaning to sound philosophical, and I think that in the context of the last two months, the campaign has been readjusted without losing its essence. It was changed so our client could keep its business going,” said Dieste CCO Ciro Sarmiento. Watch the gallery HERE.
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