First Bus has partnered with Cadbury Flake 99 to offer families free trips to the seaside from London, Leeds and Bradford on two weekends in August.
The “99 Bus” will travel to and from the Yorkshire cities and Bridlington, as well as Tower Hill in the capital and Southend on Sea on 10-11 August and 17-18 August.
More than 300 pre-bookable places are up for grabs in a ballot via a dedicated website.
Each passenger will receive a complimentary Cadbury Flake 99 on arrival, as well as an additional free return ticket valid for up to three months on a local First Bus service.
The initiative comes after a survey by Cadbury indicated that 70% of British parents hardly ever take their children to the beach. Forty-two per cent state they can’t get to the coast easily and 27% are put off by the high cost of travel.
According to the research, in Bradford, the number of children who rarely get to the beach was 19%, Meanwhile, 59% of children in London hardly ever visit the seaside.
John Godfrey, Head of Brand Strategy at First Bus, says: “When we saw the Cadbury research revealing just how many kids are missing out on those classic seaside adventures, we knew we had to get involved.
“At First Bus, we understand that accessible and stress-free travel is an important part of any day out, and so we’re proud to partner on this initiative, which will help parents and children create cherished memories together this summer.
“We look forward to seeing many happy faces on board and at the beach.”
