The offer will run every Sunday throughout January, and anyone who boards any trentbarton bus on Freeride Sunday between 10am and 11am will not have to pay a penny for their journey.

Alex Hornby, our Commercial Director, explained: “The offer is ideal for anyone who’s made a New Year resolution to get out and about more in 2014, whilst also providing a boost for shops and other attractions in our local towns and cities as they look to drum up business in 2014.

“The offer applies across the trentbarton network and there are plenty of things to do on a Sunday in Derbyshire, Nottinghamshire and beyond.

“In recent years Sunday has also become an increasingly important shopping day, and by taking up the offer customers can also enjoy a little extra money in their pocket to spend in the January sales!”

By giving away free bus travel, we also hope to encourage more motorists to try public transport as an alternative to taking the car.

“In 2014 we want to see more people discover the comfort, convenience and value for money that our friendly, frequent buses provide while helping to cut congestion on our busy roads,” Alex added.

The initiative has been praised by a number of business leaders in the two main trentbarton land cities of Derby and Nottingham, including Martin Langsdale, chair of the Cathedral Quarter Management Group in Derby, which drives forward initiatives under the area’s Business Improvement District status. He said: “The Cathedral Quarter is well served by the trentbarton bus network and therefore this initiative to encourage more people to use public transport is a welcome move. “With an increasing number of our independent retailers opening on Sundays and of course the area’s diverse leisure and cultural offer - from cinema screenings to fine dining restaurants - we hope that this initiative will draw more people into Derby’s Cathedral Quarter.”

Meanwhile, Neil Fincham, a director the Nottingham Business Improvement District and chairman of its place management advisory group also welcomed news of Freeride Sunday:

"We support any initiative that encourages more people to come into Nottingham as it will ultimately benefit our members - the retail and leisure businesses in the city centre. Free public transport is a great idea and I am sure that the happy hour on Sunday mornings on trentbarton buses will prove to be very attractive to shoppers and visitors, encouraging them to come into Nottingham to enjoy the great shops that we have as well as all the great food and drink offerings that we have "

Please note - This offer does not apply for pronto or skylink Derby-Leicester.