LEWISTON, Maine — The Maine Office of Tourism and NorthEast Charter have launched a two-year mobile marketing campaign designed to promote Maine tourism across the Northeast, Mid-Atlantic and Eastern Canada through a fully wrapped motorcoach that will travel throughout the region.
The initiative, called “Tides to Trails,” features a motorcoach that will log tens of thousands of miles along major travel corridors, in city centers and at public events where tourism officials hope to reach potential visitors.
Tourism officials said the campaign is intended to bring Maine’s identity directly to travelers in places where travel decisions are often made, including highways, conventions, festivals and community gatherings.
Unlike a stationary billboard, the motorcoach will function as a moving advertisement and public engagement piece, appearing in everyday settings such as rest stops, commuter routes and event venues.
The coach made one of its first public appearances last weekend when it transported the Central Maine Community College baseball team to DuBois, Pennsylvania, for the United States Collegiate Athletic Association Small College World Series.
“Maine has always been a place that stays with you long after you leave,” the Maine Office of Tourism said. “This initiative allows us to bring that feeling beyond our borders—inviting people to experience Maine before they even arrive.”
NorthEast Charter, which owns and operates the motorcoach, will oversee its day-to-day operations. The company said the coach was developed to reflect Maine’s tourism identity and the company’s presence throughout the region.
“There’s a deep sense of pride in being able to represent Maine in motion,” said Scott Riccio, CEO of NorthEast Charter and chairman of the United Motorcoach Association Board of Directors. “This coach isn’t just wrapped in graphics—it’s wrapped in the communities we serve, the roads we know, and the experiences we help create every day.”
Officials said the motorcoach will make appearances throughout the next two years as part of a broader effort to expand awareness of Maine destinations and travel experiences.
The partnership between the Maine Office of Tourism and NorthEast Charter is expected to continue through 2028, with a focus on increasing Maine tourism visibility through strategic routing and high-profile regional appearances.
Photos courtesy of NorthEast Charter
