TRANSDEV – which operates Keighley Bus Company – has signed a groundbreaking sponsorship deal that will see it promote attractions and businesses across its network.

The firm has partnered with Adverta Transport Advertising in what's believed to be the first collaboration of its kind in the UK.

Transdev, which runs a fleet of more than 500 buses in Yorkshire and Lancashire, will spotlight destinations along its routes as part of a drive to raise awareness of – and encourage more people to use – sustainable travel, whilst providing a boost for attractions.

The firm has ten depots in the region and in addition to Keighley Bus Company its brands include Harrogate Bus Company, Burnley Bus Company, Blackburn Bus Company, Flyer, Coastliner, Team Pennine, York & Country and Rosso.

Adverta – originally formed as AdBus in 1986 – is one of the UK’s largest bus and tram advertising specialists, with a client base of 25 transport companies.

It was acquired by the Yorkshire-based outdoor advertising firm CP Media in December last year.

Under its new owner, Adverta is now expanding its offering to include bus sponsorship.

Mike Brennan, chief executive officer of CP Media and Adverta, says: "CP Media is amongst the biggest outdoor sponsorship companies in the UK, and is working with more than 40 local authorities to maximise their sponsorship revenues.

"When we acquired Adverta it made total sense to extend its model into optimising sponsorship revenues as well.

"Transdev is one of the most prestigious and respected transport companies in the country and we are thrilled to be working with it."

Matt Burley, commercial manager of Transdev, welcomes the new partnership.

He says: "It is really important for us to promote to our customers the destinations we serve along our routes, and to form great relationships with the attractions.

"Working with Adverta will enable us to access CP Media’s vast contact book to allow us to start these relationships, which is why we’ve chosen to work with them.

"Our pioneering sponsorship programme will allow us to encourage new customers onto buses, support our local economies and ensure that passengers know they can get to the many great attractions and retail outlets across the north easily, sustainably and cost effectively.

"It also means that the businesses which choose to sponsor our buses are doing their bit for the environment by encouraging customers to travel 'green'."

CP Media specialises in generating revenue for the public sector, but also works with retail and transport operators as well as private sector landlords.