"It's hard to imagine a more fitting use of a tourism budget than this month's Pure Sounds of Michigan album."
- Self-Titled Magazine
For more than a decade, the Pure Michigan campaign has been one of the most memorable and visually stunning tourism efforts in America. To build on that legacy — and promote the state in a way no other travel brand had attempted — we captured natural sounds from Michigan’s most iconic locations. We then partnered with Michigan musicians to transform those field recordings into a full-length ambient album, giving new audiences a virtual sunrise-to-sunset tour of the state.
The album launched on all major streaming platforms, driving listeners to our website and introducing them both to new travel experiences and the artists behind the music. Within a week of its release, Pure Sounds of Michigan reached No. 9 on Billboard’s New Age Album chart.
Awards:
The album launched on all major streaming platforms, driving listeners to our website and introducing them both to new travel experiences and the artists behind the music. Within a week of its release, Pure Sounds of Michigan reached No. 9 on Billboard’s New Age Album chart.
Awards:
- 04/2020: Detroit Music Awards: Outstanding Electronic/Dance Recording, "Pure Sounds of Michigan" Various Artists
- 03/2020: N.A. SABRE Awards (PRovoke Media) – Finalist: Digital & Social Media / Digital Campaign
- 02/2020: IN2SABRE Awards (PRovoke Media) – Finalist: Audio / Podcasts & Music
- 01/2020: HSMAI Adrian Awards – Platinum Winner: Public Relations Innovation
- 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Audio
- 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Integrated
- 12/2019: The D Show (Adcraft Detroit) – Finalist/Silver: Low-Budget Integrated
- 11/2019: Best of Social Media by WTM (World Travel Market) London – Winner: Awfully Entertaining Social Media (Awesome) Award
- 06/2019: Billboard – #9 New Age Album Chart
Case Study Video
| Campaign Overview |
The Album
Behind the Sounds
The Singles
April 9, 2019 | "Childhood Memories" by John Beltran
April 23, 2019 | "Forest Trails" by Windy & Carl
May 9, 2019 | "The Rock" by Waajeed
April 23, 2019 | "Forest Trails" by Windy & Carl
May 9, 2019 | "The Rock" by Waajeed
Billboard Ranking
#9 Billboard Top New Age Albums
May 30, 2019
May 30, 2019
Photos & Images
Credits:
- Creative Leadership & Concept: Iain Lanivich
- Group Creative Director: Tony Kause
- ACD/Copywriter: Jaime Perry
- Producer: Bryan Fenster
- Production: Assemble Sound (led by Garret Koehler)
- Producer: Kaylan Waterman, Assemble Sound
- Marketing Director: Nicole Shackelford, Assemble Sound
- Executive Producer/Composer: Blair French
- Audio Engineer/Composer: Eddie Logix
- Composers: Dave Graw, Todd Modes, Windy Weber, Carl Hultgren, John Beltran, Erik "Nuntheless" Washington, Alexander Vlachos, Sterling Toles, Robert "Waajeed" O'Bryant
- Harpist: Ahya Simone
- Flautist: Rafael Statin
- Photographer/Videographer: Andrew Miller
- Vinyl Production: Archer Records
- PR Support: George Corona III, Terrorbird Media
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