North Americas motorcoach industry finds itself at a crossroads of social, political and economic events that will shape its future.

Todays travelers not only base their decisions on economy, safety and convenience but they also must consider road congestion, carbon footprint, receding icebergs and the like.

Traveling by motorcoach would seem like an obvious and smart travel choice and yet, in spite of compelling arguments for choosing the bus as a means of transportation, the industry seems to have lost its voice amidst the din of new car and airline advertisements.

Has bus travel become a relic of the past, struggling to expand in a marketplace set for todays consumers as they arrange their business and personal travel?

Perceptions about the motorcoach industry became crystal clear in a recent ad online at: http://www.youtube.com/watch?v=oeMzLX7OFdo. Take a moment to view the Febreze Noticeables "bus" ad and see just how badly the industry has been depicted.

The Motorcoach Councils mission - to promote public awareness, availability, selection, usage and benefits of motorcoach travel - is even more critical and timely to the future of the bus industry.

"We are the underutilized and under-recognized, a hidden treasure in the untapped cache of consumer choices. We offer a community-centric transportation solution to the consumers plethora of travel choices," said Motorcoach Council Chairman Todd Holland of Ramblin Express.

Council gameplan

Utilizing an aggressive, proactive and coordinated marketing and public relations campaign, along with full support and engagement from operators, suppliers, major manufacturers, national associations and key industry vendors, our industry stands to gain much more than we can currently achieve as individuals.

The council intends to remain a grassroots, nonpolitical and promotional agency designed to enhance the image of the industry across North America as an adjunct to existing associations such as IMG, ABA and UMA. The Motorcoach Councils efforts focus on educating consumers with a targeted campaign to convey the numerous attributes of motorcoach travel.

"The council believes that united with IMG, ABA, UMA and other groups and organizations we can accomplish our goals together, as a unified effort by pooling our industrys combined experience, financial and human resources," said Holland.

The council will unite operators and key stakeholders to not only deliver the most dynamic passenger transportation solutions to the consumer but also grow the industry as a whole to increase market share for all.

By creating more buses and charter services, standards for the entire industry are elevated. A natural by-product of this effort will be a positive impact on individual operators, allowing them to grow their respective businesses, elevate morale and increase ridership.

Opportunity for operators

Members will be able to piggyback off the national and trade associations superior reputation for excellence and utilize their valuable, combined networks and influence to elevate awareness and promote companywide participation in a global cause.

Those joining the Motorcoach Council will also receive other benefits, including special insignia and recognition on bus wraps, decals and the councils website, as well as discounted graphics and marketing materials.

Hyperlinks on the councils online directory will drive consumers to individual operator web pages. Members benefit from an increased consumer pull on motorcoach transportation and a more robust market share for all.

The council intends to engage industry stakeholders via its Founding Partners Program, a fundraising mechanism to recognize those companies and associations that have demonstrated the vision and leadership to get involved in this grassroots effort prior to March 15, 2009, an "internal push" to get as many operators and stakeholders involved from the ground up.

The council offers flexible payment plans for the Founding Partner Program and will accept a "letter of commitment" in lieu of an immediate donation if full contributions are received prior to June 30, 2009, so members can join now and pay later.

To become a Founding Partner, or make a one-time donation to the council, visit http://www.motorcoachcouncil.org/join.asp. You also can view a list of current members on the "partners" page.

This article was prepared by the Motorcoach Council. For more information go to: www.motorcoachcouncil.org.