2019: MEDC/Pure Michigan "Pure Sounds of Michigan" PR Campaign

"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 over a decade, the Pure Michigan campaign has been one of the most memorable and visually-stunning tourism campaigns in America. To build on this and promote the state in a way no other travel brand has done before, we captured natural sounds at our great state’s most iconic locations. Then, we partnered with Michigan musicians to transform those field recordings into a full-length ambient album, so we could bring new audiences on a virtual sunrise-to-sunset tour of the state. The album was released on all major streaming platforms, driving listeners to our website and introducing them to travel experiences, as well as 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:
Associated with Weber Shandwick, in collaboration with Assemble Sound

• 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

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Case Study Video

Campaign Overview
File Size:	2349 kb
File Type:	pdf

Download File

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The Album

Pure Michigan · Pure Sounds of Michigan

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Behind the Sounds

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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

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Billboard Ranking

#9 Billboard Top New Age Albums
May 30, 2019

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Photos & Images

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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