Arriva’s Sapphire 110 delivers 10% patronage growth

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Bus patronage has increased by over 10% year-on-year following the introduction of Sapphire 110 which runs between Tamworth, Sutton Coldfield, Erdington and Birmingham – and now to be followed by roadside real-time signs and smart ticketing.

Sapphire 110 operated by Arriva Midlands runs up to every 15 minutes daytime Monday to Saturday, every 30 minutes daytime Sunday and every 60 minutes each evening linking Tamworth with Birmingham, buses call at Fazeley, Mile Oak, Bassetts Pole, Whitehouse Common, Sutton Coldfield, Wylde Green, Erdington and Gravelly Hill. Sapphire 110 serves the side entrance to Drayton Manor Theme Park.

Passenger growth is now at 10.2% year-on-year which confirms Sapphire 110 popularity continues to go from strength to strength.

Alex Perry, Regional Managing Director for Arriva Midlands, said: “We’re pleased to continue working in partnership with both Staffordshire County Council and Centro to deliver new initiatives including the development of our commercial products onto smartcard along with Real Time Information and the use of TGX ticket machine technology.

“Here at Arriva Midlands we are committed to delivering a quality service to our customers and the improvements introduced along these roads will ensure we continue to provide a regular, reliable and robust service that our customers expect and deserve – so Go on, Get on and add a little sparkle into your journey.”