Anneka Rice & First Bus inspire a new generation of young at heart explorers to hop on board

TV’s Anneka Rice has joined forces with First Bus to encourage people in their 60s and beyond to dust off their bus passes and re-discover the joy of concessionary bus travel this summer.

The partnership follows new research from First Bus, which reveals that 72% of bus pass holders believe their quality of life has improved since receiving their card - with more than two-thirds (67%) describing it as their "ticket to freedom."

Challenging one of the most common misconceptions about concessionary bus travel, 70% of respondents admitted that while they originally thought getting their bus pass would make them feel old, they actually love having one. A further 61% said they’re getting out and about more since receiving their pass.

To inspire others to take full advantage of concessionary bus travel, Anneka has been travelling the length and breadth of the UK, meeting people who are already making the most of their passes. From Weymouth to Glasgow, their stories show the unexpected joys of bus travel - from part-time actors commuting to auditions, to those playing “bus pass roulette” and letting their next destination be decided by fate.

Commenting on the new campaign, Anneka said: "I’ve spent a lifetime chasing adventures - sometimes by helicopter, sometimes in a jumpsuit! But these days, there’s nothing more freeing than hopping on a bus and seeing where the day takes you.

“This campaign is about reminding people that the spirit of adventure never fades – and with a bus pass in your pocket, there’s a whole world to rediscover right on your doorstep. I’ve met so many incredible people who prove that age is no barrier to curiosity, spontaneity, and fun. Whether it’s trying something new, revisiting somewhere old, or simply striking up a conversation on the journey, that adventurous spirit is still strong."

Jane Willshaw, who joined Anneka on board a First Bus in Weymouth, added: "My bus pass to me is more than just a way to get from A to B, it’s entertainment and a way to keep busy. I love using my pass for days out and have invented my own game ‘Bus Pass Roulette’, hopping on the first bus from my local bus depot and seeing where it takes me. I like the thrill of the surprise and have seen so many lovely places I’d never been before.

“Having a bus pass means I can keep living life on my terms, staying busy and adventurous. I’ve no plans to slow down anytime soon.

Martin Hirst, Director of Revenue and Customer Proposition at First Bus, said: "We believe that concessionary bus travel is a gateway to independence, connection, and adventure. We want to encourage people in their 60s and above to make the most of their pass – whether it’s at home gathering dust in a drawer or maybe they haven’t even applied yet.

“Using a bus pass isn’t just about getting from A to B, it’s about unlocking new opportunities, staying active, and maintaining the social connections that keep us healthy and happy. We want everyone eligible to see their pass as more than just a card - it’s a ticket to freedom, and we’re proud to support them on every journey. Life really does begin at bus pass!"

To find out more about the campaign and discover how to make the most of your bus pass, visit firstbus.co.uk/concessions.

ENDS