A new promotional campaign for Florida Keys & Key West invites visitors to “come as you are” to a place that’s “Close to Perfect” and “Far from Normal.” Conceived by Tinsley Advertising, the spots convey the beauty, diversity and quirkiness of the island paradise through exquisite imagery and engaging music aimed at travelers hungry for experiences that are fun, fresh and out of the ordinary.
The Key West campaign’s musical theme, created by Stephen Arnold Music, shows how sonic branding and custom music can help broaden perceptions of a tourist destination and extend its reach to new segments of the traveling public. Rather than stereotypical Gulf Coast beach music, the theme has an easygoing, sophisticated, and contemporary pop sound. Led by acoustic guitar and percussion, it works well with stunning visuals of beaches and azure seas, while equally setting off images of art, history, outdoor recreation, live music, fine dining and entertainment — things people may not associate with the Keys.
“The tracks had the energy and authenticity we were looking for,” notes Tinsley Advertising Chief Creative Officer Dorn Martell. “We had a great time working with the folks at Stephen Arnold Music.”
Traveler are seeking for unique experience, according to Stephen Arnold Music President Chad Cook. “Music can communicate the uniqueness of a place— its people, culture, cuisine and geography — in a powerfully emotional way,” he says. “It’s an opportunity for a tourism brand to form a special connection with people on multiple levels.”
The studio designed the music to provide a distinctive sound for Key West that is both versatile and immediately recognizable. “The music had to be scored dynamically to cover the diversity of experiences found in the Keys,” explains Cook. “For instance, when the focus is on art, culture and fine dining, you might give it a more refined sound. Deep sea fishing and scuba diving on the other hand, might get a more upbeat and percussive sound. Ultimately it all has to work together seamlessly within the score.”
Stephen Arnold Music has created destination-specific sonic branding for clients around the globe. In each case, the studio’s first step is to immerse itself in local culture to avoid cliches and learn to see the place as locals do. “We want to capture its flavor in an authentic manner,” insists Cook. “If you’re promoting Qatar, do you really want to lean on the ‘bended string’ cliché that people outside the Middle East associate with Arabic music, or do you draw inspiration from what people there actually listen to – what is actually authentic to that place and experience?”
In an increasingly crowded market sector, travel and tourism brands must take advantage of every opportunity to stand out. “For most people, choosing where to take their families on vacation is a big deal,” says Cook. “Destinations across the country and around the world are competing for their dollars and vying for their attention. Sonic branding is a way to break through.”