FAIRFAX, Va. Trailways Transportation System has announced a partnership with a Florida company that plans to deliver targeted advertising messages and entertainment to passengers on Trailways coaches.

The exclusive arrangement is between Trailways and Travelisment Inc. of Naples, Fla., a 15-month-old company that produces custom passenger safety briefings and advertisements to be shown through coach video systems.

Traveltisment will be installing its equipment and technology on the coaches of Trailways members, permitting operators to use updated weekly material.

"Big Red passengers will join their airline counterparts in receiving up-to-date information and being entertained as they travel," said Gale Ellsworth, Trailways president.

According to Peter Stone, Traveltisments operational director, brief demographically-targeted commercials will run on coach monitors at the beginning and end of Trailways trips. "Our software profiles the passengers whether they are senior citizens or students," said Stone. "This gives advertisers the best exposure for their dollars. Also, they know their messages will be heard because passengers are a captive audience and wont walk out."

For example, for senior passengers there could be ads for cruise companies, senior living developments, restaurants, clothing, golf courses and television programs.

Stone said the partnership produces several benefits for Trailways member operators, including a new revenue stream with no capital expenditure.

"These installations help keep Trailways companies on the cutting edge of competition because they are offering passengers entertainment during what can be very long road trips. The only cost to Trailways member companies will be for a company employee to input data into a computer," he said.

Ellsworth echoed Stone. She said Traveltisments media platform gives advertisers ready access to motorcoach travelers, plus "our member companies will realize new revenue streams that will help them offset todays significant rising fuel and insurance costs. And, it is another way we demonstrate our commitment to use cutting edge technologies for improvement in passenger safety, services and benefits."

In addition to providing advertising and passenger safety briefings, the system will deliver feature-length movies. In the "near future," the technology also will make passenger access to wireless Internet available.

The plan for rolling out the new system is to start in the northeastern U.S. late this summer or in the early fall. The West Coast will be next, followed by the Midwest and Southeast.