Motorcoach Council Launches North American Consumer Outreach Campaign
The grass roots movement utilizes the industry’s most valuable asset - their rolling billboards - to boast their competitive edge over planes, trains and personal autos.
Denver, CO, July 20, 2009 --(PR.com)-- The much anticipated campaign graphics, slogans and visual comps for the Motorcoach Council’s new consumer website and public awareness campaign were unveiled in Denver, CO, July 9, 2009. Following a landslide vote, the Council’s Founding Partners nominated the new “Get Motorcoachified” theme as the winning campaign to launch nationwide this fall. The simple slogan encourages the consumer to take action and experience motorcoach travel first-hand, while utilizing a unique, and newly coined term that may someday be as widely used and recognized as “Google” or “Yahoo,” but will remain the intellectual property of the Motorcoach Council.
When asked, “What does it mean to Get Motorcoachified?” The Council replied, “Mo-tor-coach-ified. Verb. To be transformed by the ultimate road travel experience, and overall comfort of the new and exciting motorcoach industry’s modern amenities, unexpected luxury, state-of-the-art technology, simplicity, and environmental efficiency.”
“We took a witty approach to contrast the serious nature of traffic and surface congestion and the overall hassles of traveling by other modes – planes, trains or auto,” said Heather Horton, spokesperson for the Motorcoach Council. “The campaign’s diverse slogans and bold, dynamic typographic design emphasize the words themselves, while the simple ---yet vibrant-- iconic graphics were intentionally designed to ensure visual scalability and adaptability across different mediums – from vehicle wraps, to print and web/interactive media channels,” added Horton.
Although the campaign is designed to speak to various target audiences, the Council recognizes that many loyal coach riders are “aging out” of travel, and that the widespread acceptance of technology-facilitated communication provides an unprecedented and affordable opportunity for the Council to reach a variety of demographics with individualized messages using the web and social media, in addition to traditional media.
The Council chose to utilize the industry’s most valuable asset - their rolling billboards - to officially kick off the new promotion and boast their competitive edge over planes, trains and personal autos, a cost effective strategy that embodies the grass-roots spirit of the campaign. The campaign’s highly scalable, flexible, and fluid approach affords coach operators the ability to retain their own branding and identity while participating in the campaign. Operators can purchase a full or rear coach bus wrap, bumper sticker or door panel medallion, and can select the campaign slogans and catch phrases that resonate best with their demographic and region. Whereas the Council does not expect coach operators to wrap their entire fleet, wrapping even a handful of coaches will make a dramatic impact on U.S. travelers via the power of numbers.
Along with bus wraps, the Council is developing a new consumer website www.GetMotorcoachified.com (to launch late summer), that will focus on consumer awareness and education of the many benefits of motor coach travel. The website will list companies participating in the campaign and it will include the ability for a visitor to easily locate the specific bus company they may have seen wrapped in the campaign graphics or search company name, state, zip code or map location.
In a valiant effort to rally the industry, Motor Coach Industries (MCI) was first to launch a ‘voluntary opt-in’ parts program and new coach sales program to help jump-start and fund this unprecedented grass-roots campaign, and ABC Companies and Prevost/Volvo immediately followed suit. The Motorcoach Council challenges other manufacturers and vendors to use the model program to create like-minded funding strategies and customized programs to fit their individual needs and corporate policies, but benefit the industry as a whole. “Together, we can mold public perception, and help operators’ businesses flourish,” said Patricia Ziska, MCI Vice President, Chief Customer Officer.
The details of the new funding programs are being refined this summer, and are slated to launch September 2009.
The participating coach manufacturers have also offered to train their sales forces, and place the new campaign bumper stickers on all buses within their inventory, as well as wrap a floor model coach with the new “Get Motorcoachified” campaign slogan/graphics at each of the industry tradeshows this year. “This is truly an exciting approach to getting one unified message to the consumer reinforcing the positive attributes of motorcoach travel,” said Borwege.
To learn more about the Motorcoach Council, or to get involved with the campaign, email pr@motorcoachcouncil.org.
About the Motorcoach Council, Inc.: The Motorcoach Council is an industry-wide initiative to promote public awareness of the availability, selection, usage and benefits of motorcoach transportation throughout North America. The Council is an outgrowth of a grassroots effort begun in 2007, known as the "Green Operators Motorcoach Council.” For additional information, visit www.MotorcoachCouncil.org.
###
When asked, “What does it mean to Get Motorcoachified?” The Council replied, “Mo-tor-coach-ified. Verb. To be transformed by the ultimate road travel experience, and overall comfort of the new and exciting motorcoach industry’s modern amenities, unexpected luxury, state-of-the-art technology, simplicity, and environmental efficiency.”
“We took a witty approach to contrast the serious nature of traffic and surface congestion and the overall hassles of traveling by other modes – planes, trains or auto,” said Heather Horton, spokesperson for the Motorcoach Council. “The campaign’s diverse slogans and bold, dynamic typographic design emphasize the words themselves, while the simple ---yet vibrant-- iconic graphics were intentionally designed to ensure visual scalability and adaptability across different mediums – from vehicle wraps, to print and web/interactive media channels,” added Horton.
Although the campaign is designed to speak to various target audiences, the Council recognizes that many loyal coach riders are “aging out” of travel, and that the widespread acceptance of technology-facilitated communication provides an unprecedented and affordable opportunity for the Council to reach a variety of demographics with individualized messages using the web and social media, in addition to traditional media.
The Council chose to utilize the industry’s most valuable asset - their rolling billboards - to officially kick off the new promotion and boast their competitive edge over planes, trains and personal autos, a cost effective strategy that embodies the grass-roots spirit of the campaign. The campaign’s highly scalable, flexible, and fluid approach affords coach operators the ability to retain their own branding and identity while participating in the campaign. Operators can purchase a full or rear coach bus wrap, bumper sticker or door panel medallion, and can select the campaign slogans and catch phrases that resonate best with their demographic and region. Whereas the Council does not expect coach operators to wrap their entire fleet, wrapping even a handful of coaches will make a dramatic impact on U.S. travelers via the power of numbers.
Along with bus wraps, the Council is developing a new consumer website www.GetMotorcoachified.com (to launch late summer), that will focus on consumer awareness and education of the many benefits of motor coach travel. The website will list companies participating in the campaign and it will include the ability for a visitor to easily locate the specific bus company they may have seen wrapped in the campaign graphics or search company name, state, zip code or map location.
In a valiant effort to rally the industry, Motor Coach Industries (MCI) was first to launch a ‘voluntary opt-in’ parts program and new coach sales program to help jump-start and fund this unprecedented grass-roots campaign, and ABC Companies and Prevost/Volvo immediately followed suit. The Motorcoach Council challenges other manufacturers and vendors to use the model program to create like-minded funding strategies and customized programs to fit their individual needs and corporate policies, but benefit the industry as a whole. “Together, we can mold public perception, and help operators’ businesses flourish,” said Patricia Ziska, MCI Vice President, Chief Customer Officer.
The details of the new funding programs are being refined this summer, and are slated to launch September 2009.
The participating coach manufacturers have also offered to train their sales forces, and place the new campaign bumper stickers on all buses within their inventory, as well as wrap a floor model coach with the new “Get Motorcoachified” campaign slogan/graphics at each of the industry tradeshows this year. “This is truly an exciting approach to getting one unified message to the consumer reinforcing the positive attributes of motorcoach travel,” said Borwege.
To learn more about the Motorcoach Council, or to get involved with the campaign, email pr@motorcoachcouncil.org.
About the Motorcoach Council, Inc.: The Motorcoach Council is an industry-wide initiative to promote public awareness of the availability, selection, usage and benefits of motorcoach transportation throughout North America. The Council is an outgrowth of a grassroots effort begun in 2007, known as the "Green Operators Motorcoach Council.” For additional information, visit www.MotorcoachCouncil.org.
###
Contact
Motorcoach Council, Inc.
Heather Horton
720-449-9000
www.motorcoachcouncil.org
Heather Horton
720-449-9000
www.motorcoachcouncil.org
Contact
Categories