Chris Blyth, the company's Managing Director, put the rise down to concentrating efforts on the basics of product and service. New investments have been made in staff and new vehicles despite the current financial climate whilst the company have not increased fares during the period.
"By improving our buses and services despite the difficult financial climate our customers have shown their satisfaction with the positive increase in bus user numbers," he said.
The company have also recently launched a 'Look who you might see' marketing campaign backed by local celebrities to encourage drivers to leave their cars at home and try the bus. The celebs can be seen here.
Whilst I admire any bus company trying to sell their product slightly differently, call me a cynic but I can't help feeling the only reason Wales rugby star Colin Charvis was chosen as an 'ambassador' was because he is currently serving a two year ban for drink driving and doesn't have any choice but to use the bus!