Anneka Rice & First Bus inspire a new generation of young at heart explorers to hop on board across East Midlands
- The ultimate adventure icon meets inspirational bus pass users across the UK to find out how they’re already embracing concessionary bus travel
- More than three-quarters (76%) of residents say their quality of life since getting their bus pass
- New campaign builds on research showing that nearly two-thirds (63%) of those in the area get out and about more now they can travel for free
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
ENDS
For further information please contact Stripe Communications: 07947 350 844
/ fbconcessions@stripecommunications.com
Notes to editors
Notes to Editors
The research was conducted by Opinion Matters, among a sample of 1500 UK Respondents aged 60+ who have a free bus pass. The data was collected between 30.05.2025 - 06.06.2025. Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Opinion Matters is also a member of the British Polling Council.
About First Bus
At First Bus, we’re on a mission to grow bus usage – so we’ll get behind initiatives that move people out of cars and onto the bus.
We’re one of the UK’s largest bus operators, transporting more than 1.5 million passengers a day. Our local bus services serve more than 25% of the population of Great Britain and over half of the UK’s top 15 most populated urban areas.
We are a leading operator in the majority of our local areas, including major urban centres such as Glasgow, Bristol and Leeds.
We have proudly launched our First Bus London operation and now operate 83 routes in west and central London from 10 garages serving 180 million passengers annually.
The combined operation now manages a fleet of over 5,750 buses across the UK.
Transforming our business for the better, we’re putting our people and customers at the heart of everything we do. That’s why we’re the UK’s largest national bus operator to achieve real Living Wage employer status, cementing our position as an employer of choice in the sector.
First Bus is committed to operating a zero-emission bus fleet by 2035. We will have over 1000 zero-emission buses in operation across our UK fleet by the end of 2025.
We’re passionate about giving back to the communities we serve, which is why we’re helping local businesses to progress their decarbonisation journeys – giving them access to our charging hubs while our buses are on the road.
We also operate, Specialist Passenger Solutions, First Travel Solutions, York Pullman Bus Company, Lakeside, Ensignbus, Anderson Travel - and the Aircoach network and Matthews in Ireland.
First Bus is a division of FirstGroup.
For more information on First Bus: news.firstbus.co.uk