DENVER The upstart Green Operators Motor Coach Council is going after bigger things.

Formed less than a year ago, the organization that planned to promote the industry nationally by emphasizing the "green" aspects of motorcoach travel "Go Coach, Go Green" has recreated itself and is developing plans for a broader promotional campaign.

Renamed the Motorcoach Council, it now is looking for a public relations firm to develop a professional marketing package that will help educate the traveling public in the United States and Canada about all facets of the industry.

"The council now feels it is more appropriate and opportunistic for us to communicate a broader marketing message," said council spokeswoman Heather O. Horton. "Our green qualities will now be just one important facet of a more thorough marketing awareness campaign for the motorcoach industry."

The grassroots effort will not only push motorcoach travel as an environmentally responsible service but it also will highlight many other benefits, including comfort, availability, usage and selection.

"The green aspect of the industry is a very strong marketing point that wont go away," said Todd Holland of Ramblin Express in Colorado Springs and the council president and chairman. "But there are many more areas we need to be telling the public about as well, and we did not want to limit our efforts."

Although the marketing program will not be developed until after the public relations firm is hired, it likely will cover a range of promotional efforts, possibly including bus wraps, media advertisements, weekly newsletters, monthly publications and a Website.

"We are going to leave that to the experts," said Holland.

In addition to a marketing campaign, the councils new goals include developing a financing plan, an organizational structure, and partnerships with industry and non-industry businesses, plus establishing a strong Internet presence.

Funds to run the organization and pay for the marketing effort will come from donations from individual motorcoach operators, manufacturers and others involved in the industry, such as parts and service suppliers, hotels and entertainment venues.

Holland said fund raising efforts are under way with the promotion of a Founding Partner Program that allows motorcoach operators to become part of the group with a $2,000 donation, and manufacturers and national associations to join for $10,000.

"Were trying to get everyone in the industry on board and we believe that being a founding partner will be valuable as we develop the program," he added.

He said special emphasis will be placed on gaining the support of every state and regional motorcoach association in the U.S. and Canada, each of which will be able to join with a $2,000 payment.

"Their participation is critical because they can help with the grassroots efforts by reaching their members," he stressed.

Interest in the organization has been running high since its creation last fall and its formal introduction to the industry at the United Motorcoach Association Expo in January and the American Bus Association Marketplace in February. Since then more than 200 motorcoach businesses have said they would like to be involved.

In addition to Holland, others on the board are: Brian Annett of Annett Bus Lines, vice president; Callen Hotard of Calco/Hotard, secretary-treasurer; Jack Wigley of All Aboard America, director; Gladys Gillis of Starline Luxury Coaches, director, and Steve Haddad of Bieber Tourways, director.

Many in the industry long have thought motorcoach operators would benefit from a national marketing or promotional campaign. Over the years, however, a number of efforts to develop a program have bumped up against a series of roadblocks: high costs, limited financial resources, inadequate and sustained leadership, and the fractured nature of the industry.

Information about the council can be found at its original Website, www.gocoach.org.

A new site is being created and once its completed and online, visitors to the old site will be redirected to the new location.