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Pure Michigan, Coca-Cola A ‘Refreshing’ Team

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Mackinac Bridge

Mackinac Bridge

(credit: istock) Technology Report
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LANSING — The Pure Michigan tourism marketing effort is about to get a Coca-Cola kick.

Images of Michigan’s sparkling waters, white sandy beaches and exciting destinations will soon be featured alongside the Coca-Cola logo in numerous places to inspire people to experience Pure Michigan. The collaborative effort will feature co-branding on billboards, Coca-Cola delivery trucks, vending machines and in-store signage statewide.

People across the country will have the opportunity to win one of four Pure Michigan vacations through MyCokeRewards. Winning destinations include Mackinac Island, Traverse City, Detroit and the Pure Michigan 400 at Michigan International Speedway.

“We are always looking for innovative ways to introduce Pure Michigan to new audiences and it doesn’t get much bigger than partnering with an iconic brand like Coca-Cola,” said George Zimmermann, Vice President of Travel Michigan, part of the Michigan Economic Development Corporation. “With more than 17 million people participating in MyCokeRewards, this is a perfect opportunity to showcase the scenic beauty, great cities and exciting events that make Michigan a terrific vacation destination.”

The co-branding initiative was announced as part of the 2012 Pure Michigan Governor’s Conference on Tourism being held through March 27 at the Amway Grand Plaza Hotel in Grand Rapids.

The vacation prize packages, which include airfare and travel, will be featured on MyCokeRewards.com during the following dates this spring and summer:
* Mackinac Island – April 18-May 9
* Traverse City – May 9-May 30
* Pure Michigan 400 at MIS – May 30-June 20
* Detroit – June 20-July 11

MyCokeRewards is the No. 1 Web site in the United States and one of the largest brand marketing programs in the world, with nearly 5.7 million visits every month.

“By joining forces with Pure Michigan, Coca-Cola is helping to support travel across the great state of Michigan and in all of its communities where we do business,” said Matthew Barribeau, Coca Cola’s vice president of sales operations at its Michigan market unit. “Through this collaborative effort, we hope to not only drive economic development across the state, but to provide vacation-goers with moments of happiness and ice-cold refreshment all summer long.”

Coca-Cola has a strong Michigan presence, with more than 2,300 associates and more than 36,000 customers statewide. The company has eight distribution centers and three manufacturing plants in cities across the state including Bay City, Detroit, Flint, Grand Rapids, Lansing, Kalamazoo, Sault Ste. Marie and Traverse City. Coca-Cola has been operating in Michigan for more than 100 years.

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