SAN FRANCISCO -- A group of independent coach operators plans to unveil this month a grassroots national campaign aimed at promoting the environmental benefits of motorcoach travel.

The operators hope of boost nationwide bus ridership by specifically targeting individuals who do not travel by coach.

The group, which calls itself the Green Operators Council, intends to announce its plans, solicit feedback on an initial campaign concept, and gain support from other operators and industry suppliers at UMA Motorcoach Expo 2008 here this month.

The operators will continue their kickoff drive at the American Bus Association Marketplace, Feb. 2-7, in Virginia Beach. Operators and other industry members attending the events will be asked to review the campaigns ideas and concepts at booths the Green Operators Council will have at both shows, compliments of UMA and ABA.

So far, the council has come up with a campaign theme, slogan, eye-catching coach graphics, and Website.

The campaign concept, which highlights the key reasons why people should ride a motorcoach, also has gotten the early endorsement of the major coach industry trade associations and manufacturers.

The group intends, however, to keep its effort independent, with qualified operators guiding the program. Subcommittees are being created to identify funding sources and levels, as well as membership guidelines.

The nascent program got its start in September when a group of operators, attending a Motor Coach Industries customer event, engaged in discussions. The group embraced the idea of using the motorcoach itself to rally potential passengers around the green aspects of coach travel.

To be successful, the group thinks it needs at least half of all operators in the U.S. and Canada to participate by providing promotional space on their coaches or providing other help.

One concept is to have a graphic that promotes coach travel -- on the back of coaches that are part of the program.

With growing public awareness of the adverse environmental consequences of a ground passenger transportation system dominated by the automobile, the group believes the time is right to begin converting auto drivers and passengers to motorcoach travelers.

"Were supportive of the campaign, and the initial concept is compelling," said Victor Parra, president and CEO of UMA.

The group hopes to launch its campaign in the U.S. and Canada at the start of the busy spring travel season.