PASSENGERS can enjoy cheaper fares on Southampton’s buses after an operator announced it was slashing prices.

In a bid to entice more people on to the buses, First Southampton will be reducing the price of its weekly ticket from £13 to £9.50.

The offer starts this week and will run for the duration of January in the hope that more sales shoppers will be tempted to use a bus, rather than drive into the city centre.

If successful, the cut-price fare, which represents a 37 per cent saving, could be extended further into the new year.

Along with maximising passenger numbers during January sales season, First Southampton also wants to inspire people to consider their new year's resolutions and use the bus more frequently.

Chrissie Bainbridge, general manager of First Southampton, said: “We’ve made some fantastic improvements to our services recently, including the introduction of our City Red Services 7 and 11.

“We’ve invested £1.6 million in 10 environmentally friendly new City Red vehicles, which all come fitted with free Wi-Fi, next stop displays and next stop announcements.

“We have also introduced mTicketing, which has proved incredibly popular, enabling customers to use their mobile phones as bus tickets.

“We are working hard to further improve bus services in Southampton and attract even more passengers. I’m really pleased we’re introducing a fares promotion to start the New Year. I’m sure it will be welcomed by existing passengers and help attract new customers.”

Chrissie added: “We’re launching the promotion at the perfect time as people make their new year’s resolutions, travel to the January sales or search for family friendly activities to keep the children entertained.

“The public is also seeking value for money after Christmas, more so than at any other time of the year."