NEW YORK CITY – At the 63rd annual Adrian Awards, the Hospitality Sales & Marketing Association International (HSMAI) last night honored Travel Michigan with a Platinum Award for Public Relations Innovation for the creation of and supporting campaign around the Pure Sounds of Michigan album, in 2019.

Pure Sounds of Michigan is an ambient album, and first-of-its-kind project by a travel brand that takes listeners on a sunrise-to-sunset tour of the state to both inspire travel to Michigan and evoke fond memories. The album is comprised of songs composed by Michigan artists utilizing recordings of nature from Michigan State Parks. Launched to coincide with the Michigan State Park Centennial in 2019, and produced by Detroit-based Assemble Sound, the album reached No. 9 on the Billboard New Age chart. 

“We are fortunate to have a beautiful state and no shortage of images to showcase that, but we wanted to inspire travel in a new, immersive way,” said Dave Lorenz, vice president of Travel Michigan, part of the Michigan Economic Development Corporation. “Pure Sounds of Michigan is a true love letter to the state, from the natural sounds of gentle streams and rolling waves to the Michigan artists involved, it is an honor for this initiative to be recognized by our peers in the travel industry.”  

For more information on Pure Sounds of Michigan, please visit The project also received three silver awards at the awards for Detroit’s creative industry, the D Show.

In addition to being recognized for Pure Sounds of Michigan, Travel Michigan also received a Bronze Award in the Integrated Marketing Campaign category for its Long Live Summer campaign. Long Live Summer was the guiding light for the 2018 Pure Michigan summer campaign that integrated the efforts of advertising agency McCann Detroit, media buying agency UM and PR agency Current Global to inspire travel to Michigan in a way that evolved the campaign while staying true to the brand.

Since 2013, Travel Michigan has been recognized with 27 Adrian Awards, including a public relations Best in Show in 2014  

Additional winning entries from Michigan destinations and properties, in partnership with their digital agency TwoSix Digital, include:

Frankenmuth Convention and Visitor’s Bureau
Silver for Frankenmuth Shoulder Season Campaign

Traverse City Tourism
Silver for Traverse City Hotels and Accommodations Campaign

Crystal Mountain
Bronze for Crystal Mountain Summer 2019

The HSMAI Adrian Awards are open to all travel-related industries with categories in advertising, digital marketing and public relations, receiving more than 1,000 entries annually.  Visit for more information on the competition and to view the 2019 winning entries.