"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 was named the 2025 CommImpact Award winner for Effective Member Engagement for a transformative communications model that prioritizes listening and amplification. The approach implements a listen-first principle and a community-driven strategy that blends data, storytelling, and human connection. The ABA News Center functions as a curated multi-stream platform presenting original journalism, member stories, economic and regulatory insights, partner news, and council-generated content. Content is produced modularly so single pieces can become LinkedIn thought leadership posts, Facebook community highlights, Instagram reels, newsletter features, or live-event references. Modular distribution multiplies reach, preserves relevance across platforms, and sustains member engagement long after publication.
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