From left: Steve Klika, International Motor Coach Group; Pat Plodzeen, Motor Coach Industries; Brian Annett, Annett Bus Lines; Steve Haddad, Bieber Tourways; Todd Holland, Ramblin Express; Paul Downs, RAZ Transportation/Coach America; Michael Giddens, Pacific Coachways Trailways; Jack Wigley, All Aboard America; Heather Horton, Motorcoach Council; Tim Weylan, ABC Companies; Gladys Gillis, Starline Luxury Coaches; Callen Hotard, Calco Travel/Hotard Coaches; Keith Hayward, Prevost; Victor Parra, United Motorcoach Association; Bruce Newharth, Busco, Inc. dba Arrow Stage Lines

In its quest to promote public awareness and improve perceptions of motor coach travel, the Motorcoach Council has extended its deadline for participation in the Founding Partners Program to March 15.

Already, the fledgling association has raised more than $150,000 through its initial fundraising campaign. Next on the council's agenda was a CEO Roundtable with the four major coach manufacturers and trade associations, along with the Motorcoach Council board, which was held January 21 in Orlando. This strategic planning session, which was scheduled to coordinate with UMA and IMG events, focused on long-term funding strategies to build a sustainable marketing and operations budget for the Council. The result will be a leveraged marketing campaign slated to debut this spring. A second roundtable discussion with the existing Founding Partners will follow.

The campaign

In exchange for a contribution of $2,000, Founding Partners benefit from a multifaceted marketing campaign and international exposure that allows them to grow their respective businesses while elevating the standards of the industry and services overall, says council spokesperson Heather Horton. Partners also receive discounts on themed bus wraps and industry-promoting marketing materials generated by the Council, a voice in planning, honorary recognition, and the goodwill that comes from advancing the industry.

A key part of the campaign is persuading operators to adopt bus wraps that promote the industry along with their companies. "We want to use operators' buses as 45-foot rolling billboards, which should generate a lot of press," says Horton. "We have a vision. We want to shift public perceptions and unify the industry to promote public awareness about the availability, selection and benefits of motor coach transportation. We want to give motor coach travel a well-deserved facelift."

Horton also envisions that operators will be able to highlight their individual identities while delivering the message of the council's advertising campaign, using common, consistent, coordinated key message points.

Progress

The association has made considerable progress since its founding in April 2008, following its grassroots beginnings as the "Green Operators Motorcoach Council." The group quickly realized it wanted a broader approach and expanded its mission beyond promoting the ecological benefits of coach travel. So far, MCI and other major coach manufacturers have contributed significant sums of money, as have more than 36 individual operators. The ABA, UMA and IMG have all extended support, and regional associations are also beginning to contribute.

No competition

The council has no intention of becoming a bus broker service or a competing association. "Our efforts are intended to create added value for the industry as a whole, and specifically for your membership," says Todd Holland of Ramblin Express, president of the council. "We want to serve as a conduit between the existing trade associations. We'll work collaboratively, drive membership to these existing entities, and allow them to remain the voice of the industry for issues where they've demonstrated expertise."

"We're trying to leverage our partnerships and be smart," says Horton. "We're looking to get earned, third-party media attention rather than paying for it. The council feels that an aggressive, proactive public relations strategy may be the smartest, most cost-effective way to educate and motivate the traveling public about the advantages and conveniences of motor coach transportation."

How to join

Operators who want to become founding members or learn more about the organization should visit www.motorcoachcouncil.org where links to a Bryant Gumbel "Eye on America" news piece and other video clips deliver a case for operators to support the cause.

"Ultimately, participation in our organization will drive business back to the operators," says Horton. "At end of day, we're increasing the size of the pie and filling more seats."

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