Arriva has endorsed the Southend 2017 Alternative City of Culture campaign by naming one of its buses after the initiative as well as giving it a prominent display on the rear of the bus where it will be seen by many thousands of motorists and pedestrians as it runs across the area.

The bus company’s move complements C2C’s recent naming of one of its trains and will act as a moving advert to help increase awareness of the town’s aim to be an alternative to the ‘official’ City of Culture, Kingston-upon-Hull in Yorkshire.

Arriva Marketing Manager Richard Lewis said “I’m very pleased that we are supporting this exciting initiative that will bring even more visitors to Southend and we’re sure that many people will turn their heads when they see the eye-catching logo on the back of our bus.

“It is a campaign that should capture the public’s imagination and we look forward to carrying some of the extra visitors who will be attracted to the town on our local network of bus services.”

The special branding on the bus was launched in Leigh-on-Sea on Friday (20th March) by the Mayor of Southend, Councillor Christopher Walker, and local MP Sir David Amess.

Commenting on Arriva’s support for the campaign, Sir David said “Arriva are a first-class company whose support is greatly valued. It is a fantastic way to promote Southend as well as the wonderful work carried out by our two partner charities, Southend Mencap and the Music Man Project.

“I am grateful to Arriva for all the hard work they have put into this event. I very much hope that by being the Alternative City of Culture 2017, our town will attract even more visitors.”

The Southend 2017 Alternative City of Culture bus will usually be seen on Arriva’s frequent Service 1 that links Shoeburyness, Southchurch, Southend, Westcliff, Leigh, Hadleigh and Rayleigh.