Pure Michigan
Project: Sounds of Michigan
Sounds of Michigan
The world of travel destinations is a world of images — Paris, the Grand Canyon, Giza. If you can name them, you can picture them. Michigan is also known for its scenery. Still, the most powerful image you can see occurs when you close your eyes and listen.
01The challenge
No one owns “Pure” like Michigan. If we wanted to successfully import a new audience to visit the great state, we needed to export relaxation — bringing to life the essence of “Pure” to entice a new demographic of visitor.
02The solution
Introducing Pure Sounds of Michigan. Working with Detroit-based Assemble Sound, we created an ambient compilation album using Michigan’s actual sounds of nature as an instrumental element.
Pure and simple
Creating an integrated campaign consisting of PR, digital, social, experiential and partnerships, we promoted the first three singles to music and nontraditional outlets. Through a steady drumbeat of engaging content, we drove viewers to the state’s official tourism website, where we introduced them to the full digital album, complete with travel experiences aligned with the tracks and artists behind the music.
03The impact
Record-breaking, from sunrise to sunset
The success of the project — measured through listens, website visits, CTRs and earned coverage — was music to our ears. It ranked No. 9 on Billboard’s New Age album chart just one week after release, garnered 193 traditional earned media placements across broadcast, print and digital with nearly 10M impressions, and generated 40% higher CTR than industry average for paid audio ads.
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