PEORIA, Ill. — What started as a niche idea for bus enthusiasts has become an unconventional marketing tool for a Midwest charter company and part of a broader trend across the transportation industry.
About a year after launch, Peoria Charter Coach’s collectible bus trading cards are gaining traction among riders and fans, offering a tangible way to remember a trip while extending the company’s brand beyond the ride itself.
The concept came from CEO James Wang, who drew inspiration from collector culture, particularly in aviation.
“I thought, if people really want to collect the fleet like they collect everything else out there, we’ll just make trading cards,” Wang said.
The idea reflects a growing movement among airlines, where trading cards featuring aircraft and sometimes pilots have surged in popularity in recent years. Carriers including Alaska Airlines and Delta Air Lines have issued cards for decades, but demand has increased sharply, fueled in part by social media posts and online collector communities.
More recently, American Airlines and Hawaiian Airlines have introduced or expanded their own card programs, reflecting a wider effort to make travel more personal and engaging.
In some cases, the programs are driven by employees. At American Airlines, trading cards have been produced with support from a pilots’ union, and passengers typically receive them by asking pilots during boarding or after landing, though availability varies from flight to flight.
Collectors connect
What began as a niche hobby among aviation enthusiasts has grown into a broader collector market. Rare airline cards can sell for hundreds of dollars each, while complete sets can sell for much more as online trading and resale activity expands.
Airlines have leaned into the trend as part of a wider effort to humanize travel. Alongside upgrades to cabins and services, smaller touches like collectible cards create memorable experiences and build loyalty.
Wang said he saw similar potential for buses.
“It gives the customers something to take home, to say, ‘Hey, I was on this bus,’” he said. “And then they realize there’s a whole collection behind it.”
Each pack of Peoria Charter cards contains random selections from the company’s fleet, featuring photos and details such as size, seating capacity, and engine type. Some cards have special finishes or alternate versions, adding to their appeal.
“A lot of people don’t know how much these buses weigh, how long they are, how many seats they have,” Wang said. “These are cool little facts people can look at and learn from.”
Creating engagement
While the cards generate some sales, Wang said revenue was never the primary goal.
“I would be a fool to think this would make millions,” he said. “It’s not to generate direct revenue. I call this a way to generate indirect revenue.”
Instead, the cards function as a marketing tool, encouraging passengers to engage with the brand long after their trip ends.
“The cards themselves won’t make us much,” he said. “But if people are trading them, sharing them, talking about them, that’s the best type of marketing.”
That strategy seems to be working. Wang has seen signs of informal trading communities forming online, where collectors swap Peoria cards to complete sets or find specific buses.
Wang sees the potential for the company to host in-person events where collectors can see the buses in the cards up close and trade cards with each other.
The company is also leaning into the collectible aspect, with plans for special editions tied to retired vehicles.
“When a bus retires, that card becomes rare,” Wang said. “We won’t be making it anymore.”
Beyond collectibility, Wang said the cards are about changing how people view the bus industry.
“People get on and off and don’t think anything of it – it’s just a bus,” he said. “We have to do our part to make it fun.”
As the program enters its second year, Peoria Charter’s cards reflect a simple idea gaining ground across transportation: turning everyday travel into something worth collecting and remembering.
“You bring home a part of it,” Wang said. “You bring home a part of the experience.”
Photos and video courtesy of James Wang
