The unveiling of Motor Coach Industries’ MCI D45 CRT LE model won Grand Award honors in the category “Best Marketing and Communications to Increase Sales Special Event” in the American Public Transportation Association’s 2018 AdWheel award competition.
MCI accepted the award at a Sept. 24 meeting, but it unveiled its coach to the industry in Oct. 2017 through a video screening, public countdown with blue-curtain reveal and showcase of the coach’s innovative vestibule design that provides unprecedented accessibility for passengers including those with mobility devices. Judges for the AdWheel awards reviewed 300 entries, narrowing those to 55 First Place winners and eight Grand Award winners.
In a four-year undertaking, MCI engineers worked with longtime partner Designworks, a BMW Group Company, and volunteer members from the disability community to develop the groundbreaking coach, which has several patents pending. With a battery-electric version available in 2020, and other variations underway, the model’s industry introduction included a coordinated multimedia launch strategy featuring teaser ads, e-blast invitations, a live Facebook feed and intriguing social media posts as well as the blue-curtain reveal, which attracted a standing-room-only crowd.
Alberta’s Bow Valley Regional Transit Services Commission placed the first order for the MCI D45 CRT LE and will take delivery in April 2019. The coach is currently touring the country in demo service and scoring high approval ratings from operators and passengers.
