American Bus Association Wins 2025 CommImpact Award for Effective Member Engagement
The Association is recognized for setting a new standard for content and member connection
The American Bus Association (ABA) has been named the 2025 CommImpact Award winner for Effective Member Engagement, recognizing a transformative communications model that redefines how associations connect with their communities. Rather than focusing on louder messaging, ABAbuilds its success on a simple principle: listen first, then amplify.
The Association Insights CommImpact Awards celebrate the most impactful communications, storytelling, and engagement initiatives across the association sector. Presented by OnWrd & UpWrd, the awards recognize associations that elevate their industries through innovative, strategic, and meaningful communication efforts.
ABA’s award-winning approach centers on a bold, community-driven strategy that blends data, storytelling, and human connection. At the heart of this evolution is the ABA News Center, a curated multi-stream platform designed not merely to house updates, but to reflect the motorcoach, group tourism, and group travel industries themselves. Through original journalism, member stories, economic and regulatory insights, partner news, and council-generated content, the News Center operates as a unified storytelling engine—one that elevates the voices of operators, destinations, suppliers, and partners alongside ABA’s own reporting.
Each story is intentionally designed to live many lives. Content is created modularly so that a single piece can transform into a LinkedIn thought leadership post, a Facebook community highlight, an Instagram reel, a newsletter feature, or a reference during a live event. This multiplies reach while ensuring relevance across platforms, allowing meaningful stories to continue sparking engagement long after publication.
ABA’s social media strategy further reinforces this integrated model. LinkedIn serves as a hub for insights and leadership, Facebook operates as the association’s community gathering space, and Instagram showcases the emotion and experience behind group travel. Across all channels, the goal remains the same: to meet members where they are and elevate the stories that matter most to them.
What distinguishes ABA’s strategy is its commitment to curation as a core value. Through “Members in the News,” partner releases, and spotlighted industry stories, ABA positions the industry—not the association—as the headline. This shift from being the voice to amplifying many voices fosters trust, celebrates shared ownership, and strengthens the fabric of the community.
All of this operates within a tightly integrated content ecosystem. News Center stories fuel social conversations and email campaigns. Social media channels drive audiences back to the News Center. Webinars, events, and member submissions create new content streams, building a continuous cycle of engagement, insight, and connection.
“ABA’s News Center strategy—amplifying member voices, deepening engagement, and building a true community hub—sets a standout example of what modern stakeholder engagement can achieve,” said Colleen Gallagher, President & CEO of OnWrd & UpWrd Marketing & Communications and Publisher of Association Insights.
“This recognition reflects the work and spirit of our members,” said Ben H. Rome, ABA’s Director of Communications & Brand. “Our communications model is built on their stories, their leadership, and their impact. We’re honored to accept this award on behalf of an industry that continues to inspire us every day.”
ABA’s communications framework doesn’t simply inform. It inspires, connects, and strengthens the industry—story by story, voice by voice.
[Watch the full announcement of this year’s award winners on O&U’s YouTube channel.]
