Magazine serving the bus and rail transit & motorcoach operations since 1904
Issue link: https://metromag.epubxp.com/i/83643
WOMEN IN TRANSPORTATION Bronwyn WILSON TITLE President ORGANIZATION International Motor Coach Group Inc. Melbourne, Australia native Bronwyn Wilson always intended to work in the travel industry. After receiving a bach- elor's degree in business with a concen- tration in marketing and hospitality, she applied to Australian Pacifi c Touring's (APT) training program. "Being from Australia, we have a certain type of wanderlust, so it always made sense to me to go down this path," says Wilson. APT's training program sought to give college graduates experience in all areas of business. After getting her feet wet, Wilson found she was most passionate about sales, marketing and product de- velopment. Over time, she worked as a product manager for APT before becom- ing national advertising manager. This was the career line that eventu- ally brought Wilson to the U.S. Real- izing her skills, APT sent Wilson to Los Angeles in the early 1990s to help de- velop their new North American tour- ing program, which was created to bring Australians and U.K. citizens to Canada and the U.S. on deluxe escorted tours. This project stands as one of Wilson's biggest accomplishments. At that point in time, APT wasn't known in North America; Wilson built connections from scratch. "We'd literally walk into hotels and meet with coach operators and start contracting from nothing," Wilson says. To ensure success, she also built a close understanding with North Ameri- can suppliers to facilitate the different expectations overseas travelers have. "Today, APT's Canada program is one of the largest inbound programs of es- corted tours into Western Canada," ex- plains Wilson. Wilson was appointed president of APT, North America in 1995. Her re- sponsibility expanded to include the expansion of APT's South Pacifi c prod- CITY Overland Park, Kan. Although Wilson hasn't been in the position for a full year, she's already met with IMG's staff to revisit strategic plans and re-identify goals for the next three to fi ve years. ucts and marketing to the American and Canadian markets in addition to all sales and marketing for North American prod- ucts. She also oversaw the administration of three offi ces, contracted with all major suppliers, and improved the wholesale distribution of products globally. In 2012, after more than 20 years with APT, Wilson left to step into the role of president of the International Motor Coach Group (IMG), an association of bus companies throughout North America that produces elevated safety, service and quality guidelines its mem- bers must meet. It was a natural progression for Wilson, who had been contracting with IMG companies through her previous position. IMG is only her second employer. "I thought it would be a great oppor- tunity and a great new challenge to join a well-regarded organization and help them with their sales and marketing to increase their profi le," says Wilson. Although she hasn't been in the posi- tion a full year, she's already met with IMG's staff to revisit strategic plans and 58 < mETRO mAGAZINE SEPTEMBER • OCTOBER 2012 re-identify goals for the next three to fi ve years. "I really want to position IMG as a key partner for customers," Wilson says. Current projects include: refi ning branding; developing a better under- standing of external customers; revamp- ing IMG's marketing message; improv- ing communication; and reaching out to partner companies and suppliers to make sure they're engaged with IMG. "It's a different kind of challenge; I'm working with 48 different compa- nies within IMG, including some of the major motorcoach operators in North America," says Wilson. "What I fi nd most rewarding is they're a dynamic group of people, who have wonderful individual businesses, and we can all work collectively." Wilson has been an active director on the board of the United States of Tour Operations Association and was appointed vice chairman in 2011. She also served on the board of the Cali- fornia Coalition of Travel Organiza- tions in 2010 and 2011. When she's not working, she's an avid golfer and an extensive traveler. metro-magazine.com