Visit Seattle Crafts Innovative Use of City’s Legendary Music at Heart of New Branded Program Created by PB&

Seattle’s music scene has flourished for decades and has long been a major draw to what Visit Seattle calls the city’s “renaissance traveler” noted for their love of live music, collecting vinyl, and attending music festivals. Determined to find a new way to highlight this key element to attract new visitors from this group, they have partnered with MTV to use “deep cuts” at the center of a thrilling content-rich campaign created by marketing agency PB&.

Today’s biggest music enthusiasts know that a “deep cut” is a song that is less widely played and less well-known than other songs on the same album or by the same artist. Thus, Visit Seattle’s new episodic docu-series showcases the journey of Alto Moon (recent “American Idol” contestant and queer, black pop star), as he sets out to recreate the hit song I Will Follow You Into the Dark by famed Seattle band Death Cab for Cutie in a completely new style.

The series will be distributed digitally through MTV, paid social, YouTube and Visit Seattle’s owned channels, adding to a library of entertainment-based content on VisitSeattle.tv. The song itself will be available on Spotify.

“Much like Seattle itself, music is in a constant state of reinvention,” said Tammy Canavan, CEO, Visit Seattle. “Enabling Alto to come to experience the city firsthand – its weather, the smells, the texture, the vibes, the people, the spirit of the city – has led to a new view of not just the song, but Seattle. We hope it inspires others visitors to come and explore our amazing city as well.”

Through 3 episodes, according to Britt Fero, PB& CEO, “Alto taps into inspiration that only Seattle can provide, leveraging the stories around him to create a deep cut all his own. This isn’t about being inspired by surface-level stereotypes – this is about taking a deep dive into the rich culture and history of Seattle and seeing how it inspires a totally new version of a well-loved song.”

Source: PB&

  Advertising, Campaign, Marketing, MTV, PB&, Seattle, Visit Seattle