Raffi Hayrapet
Sonic Branding Advisor
Armenia, The Hidden Track
The Challenge
The Armenian Tourism Committee wanted a way to position Armenia as a distinctive, emotionally resonant international travel destination in a crowded global tourism market.
The campaign needed emotional memory and resonance, something people felt as well as saw.
The Solution
A campaign designed to position Armenia as a unique and authentic travel destination on the international stage.
Hero Track
At the heart of the campaign was "Brand Manifest", a launch video built around a hero track capturing the spirit of discovery. Blending traditional instruments like the dhol, duduk, and ney flute, the composition fused heritage with contemporary storytelling to reflect Armenia as both ancient and unexpected.
Sonic Logo
From this hero composition, we extracted the audio logo, creating emotional coherence across touchpoints and bringing audiences back to a recognisable sonic signature each time they encountered the brand.
The Outcome
The campaign achieved remarkable reach, garnering over 1 million views across multiple channels. This represented a substantial increase compared to their previous campaigns, demonstrating the content’s strong engagement and resonance with audiences both locally and internationally.
Read the full campaign manifesto here
