A growing share of Americans are reading e-books on tablets and smartphones, but print books remain much more popular than books in digital formats.
Challenge: How can the American Bookseller's Association capitalize on this trend?
Solution: Empower each individual bookstore by cultivating a unique experience centered around the concept of here.
The ABA will drive traffic to bookstores with GIFs demonstrating irreplaceable elements of the bookstore experience.
The ABA will conduct a spotlight series, highlighting the quirks and character of its member stores by giving thriving stores a moment to shine on the ABA account.
Miniature installations will appear right outside of these bookstores. Community members are prompted to briefly write or sketch what the respective store means to them in their own words.
Every two weeks the affiliated store will arrange the hand-rendered notes on a wall inside the store. 10 winners will be chosen for print ads around the city, bookmarks and stickers - giving life to the store beyond its walls.