HOP on the bus this week.
Stagecoach East Midlands is joining forces with sustainable transport group Greener Journeys to promote the benefits of bus use through the UK's first Catch The Bus Week.
The initiative, which will run all this week, will see Stagecoach East Midlands working to encourage local people to ditch their cars in favour of taking the bus.
Stagecoach will highlight the environmental and financial benefits of using the bus more often.
In Grimsby, Stagecoach staff will be in the town centre on Wednesday handing out free Dayrider tickets and riding around on buses giving customers a sweet treat in the form of seaside rock in an effort to encourage more people to give it a try.
Dave Skepper, commercial director of Stagecoach East Midlands, said: "There are obvious environmental benefits to taking the bus instead of driving.
"Bus travel can also save people money, too, and reduce the stress of driving and parking in busy towns and cities.
"We have invested almost £450 million over the past six years in new state-of-the-art buses for our customers and we are introducing smarter ticketing across the UK to make it even easier for passengers to use our greener, smarter services."
Claire Haigh, chief executive of Greener Journeys, said: "Buses help reduce congestion on the roads and promote social inclusion by providing a vital link to those without other means."