Anneka Rice & First Bus inspire a new generation of young at heart explorers to hop on board across East Midlands
TV’s Anneka Rice has joined forces with First Bus to encourage people across the East Midlands 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 more that more than three-quarters (76%) of bus pass holders in the region say their quality of life has improved since getting their card.
A further two-thirds (63%) recognise that they get out and about more now they have access to concessionary bus travel.
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. Their stories show the unexpected joys of bus travel - from travelling to music venues, 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."
Ian Smith, Commercial Director, First Bus South Yorkshire and Midlands, 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 https://www.firstbus.co.uk/concessions
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For further information please contact Stripe Communications: 07947 350 844