Indian Trails is Michigan’s premiere charter bus service—family-owned and operated since 1910. Indian Trails operates a large fleet of luxury motorcoaches to accommodate 30, 52, or 56 passengers each. Each year, the company transports one million passengers over five million miles statewide.
Indian Trails first approached MessageMakers in 2008 in order to create a PR and Marketing plan to promote key initiatives and programs including their newly-launched Michigan Flyer airport connector service.
We developed and produced a major advertising, PR and promotion campaign designed to highlight the features and benefits of its services and aimed tailored messages at key market segments, including licensed drivers, college students, state government legislators, news media and selected affinity groups (service clubs, civic groups, etc.). All messages in all media focused on the comparative benefits of comfort, convenience, economy, safety, ecology and reliability, and touched media ranging from broadcast to web to social media.
Building on the relationship, Indian Trails then asked us to plan and produce an entire slate of initiatives celebrating their 100th anniversary. We created brand materials, a feature video, press releases, and a gala event include all the invitations and signage, presentation slides, staging and AV, and a video news release.
Since then, we have worked on various communications projects with Indian Trails, including graphic design for trade show banners, brochures, invitations with a creative die-cut, posters, pins, and a television commercial campaign.
We have won multiple awards for our work, including a Telly Bronze Award for the “Better Than Roller Skates” video seen on this page, an Aurora Gold Award for another video piece, and a Communicator Award of Distinction for trade show banner design.
Our work with Indian Trails is a great example of the efficiency and effectiveness of integrated marketing communications, where both client and partner get to know each other intimately as they work towards complex and changing communications goals.