Cannes Lions

COLOMBIA 4 SENSES

PUBLICIS COLOMBIA, Bogota / DINERS CLUB INTERNATIONAL / 2016

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Overview

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Credits

Overview

Description

Diners Club Travel created: Colombia in 4 senses, the first travel guide developed by someone who doesn’t take pictures: A BLIND PERSON.

Execution

We took Jorge Colmenares- blind since age two, writer and traveler- on a journey across Colombia and his experience, with the use of his four senses, was materialized in a travel guide that was delivered to our Diners Club Black customers so that they could SEE, TOUCH, SMELL, LISTEN and TASTE another way of traveling. Reminding them that the best way to experience a destination is using our five senses.

Outcome

The guide was delivered to 1,500 Diners Club Black members and 7.5% of them purchased tour packages with the card.

The purchase of vacation plans with all Diners Club card categories within Colombia increased by 5.2%.

Our customers traveled to destinations they had seen, but ultimately they had not experienced with their five senses?

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