Bottled-water maker partners with ‘Pure Michigan’


A Michigan company is partnering with “Pure Michigan” to showcase some of the state's natural beauty on its packaging.

Starting this month, 24- and 35-bottle packs of Absopure Natural Spring Water sold in the Midwest will carry packaging co-branded with Pure Michigan.

In the coming months, other Absopure products nationally will be packaged with Pure Michigan imagery.

Plymouth-based Absopure and the tourism campaign said this week that they will also release co-sponsored billboards, as well as radio and TV ads.

The partnership provides “an opportunity to expose a new national audience to our state," said George Zimmermann, vice president of the Travel Michigan state tourism agency.

Travel Michigan, which is part of the Michigan Economic Development Corp., also launched this week the 2014 Pure Michigan advertising campaign on national cable and network television.

The budget for the 2014 national campaign is $13 million, including $3 million contributed by six partners across the state.

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