BUS bosses in York have launched a marketing campaign to encourage more people to use the threatened No 13 service.

First is writing to all households on the route, encouraging them to use the service, from the city centre to Monks Cross.

Marketing manager Charlotte Hudson-Stott said: "We are trying to focus on households within 400 metres of a bus-stop, so it's easily accessible.

"We wanted to try to target people who do not necessarily use the bus at the moment, and also customers that do."

The firm is also running a "travel to win" competition, where people can collect bus-tickets and send them in to be entered into a prize draw. Full details will be sent to local residents.

Coun Ruth Potter, City of York Council's shadow executive member for transport issues, welcomed the news of the marketing drive.

She said: "I welcome this campaign and the marketing of the service to the public living on or close to the No 13 route.

"Heworth councillors have spoken to local residents, and already communicated the need to increase usage of the No 13 if it is to remain viable in the future.

"However, I would say promoting the service may not be enough. Many people will continue to find the existing cost to using the bus prohibitive, especially if they have to change to use another service provider to reach their chosen destination. I hope this is not the case but only time will tell."

One aspect of the marketing strategy is to promote the service to new users, as well as to try and increase passenger journeys amongst existing users.

Coun Potter said this could prove crucial in deciding whether the service continues.

She said: "I think new users will probably have to be found in serious numbers to save the service. The Liberal Democrats' claims to be the saviour of the No 13 may well prove to be premature, but I hope very much this is not the case as many people living in my own ward and elsewhere may be deprived of a means of transport to work."