Pure Michigan and Coca-Cola Form a “Refreshing” Team

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LANSING, Mich.--(BUSINESS WIRE)-- Combine ice-cold Coca-Cola® refreshments with a Pure Michigan dream vacation and it doesn’t get more refreshing!

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 number one beverage website 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, Vice President Sales Operations, 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 facilities 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.

Globally, Coca-Cola is passionate about initiatives that encourage healthy, active living in local communities. This partnership aligns with that vision by supporting Pure Michigan in its promotion of local destinations and activities that encourage people to enjoy active family fun in the Michigan outdoors.

Travel Michigan, part of the Michigan Economic Development Corporation, is the State of Michigan’s official agency for the promotion of tourism. Travel Michigan markets the state’s tourism industry and provides valuable visitor information services. For Michigan travel news and updates, go to michigan.org.

The Michigan Economic Development Corporation, a public-private partnership serving as the state's marketing arm and lead agency for business, talent and jobs, focuses on helping grow Michigan's economy. For more on the MEDC and its initiatives, visit: MichiganAdvantage.org.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world's most valuable brand, our Company's portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system employees. For more information, please visit www.thecoca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.

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The Coca-Cola Company
Jennifer Richmond, 513-387-8072
jennrichmond@coca-cola.com
or
Katelyn Jackson, 513-375-7008
kjackson@coca-cola.com

Source: The Coca-Cola Company

Released March 26, 2012