A PIONEERING crowdfunded bus scheme run by Keighley operator Transdev is being expanded.

The app-based VAMOOZ venture has proved to be just the ticket with passengers since it was launched in Yorkshire and Lancashire in May.

Now the initiative is being introduced in the south, after Transdev struck a deal with Reading Buses.

VAMOOZ began with three sell-out trips to the One Love Manchester concert, and has since been extended to schools and leisure markets.

Payment is made securely via an app, with the final price for everyone falling as more people sign-up to join each trip.

Transdev's chief executive officer, Alex Hornby, said he was delighted an agreement had been reached with Reading Buses.

"This deal demonstrates what is possible when two like-minded innovative public transport companies work together," he added.

"We are seeing the benefits of an amazing idea to make effective use of bus fleets and offering more travel opportunities for people up and down the country.

"The concept of VAMOOZ is entirely new in the UK bus industry and we're sure the people of Reading and beyond will love it every bit as much as those in Yorkshire and Lancashire already do!

"We look forward to creating further similar partnerships with other operators in the future."

The partnership with Reading Buses has been hailed by its chief executive officer, Martijn Gilbert, as "a positive breakthrough for public transport in the south of England".

He added: "We're delighted to be launching VAMOOZ in Reading and the surrounding area.

"This groundbreaking scheme will be great for our customers and brings a new dimension to affordable and green travel beyond our traditional local bus network, leading to many more journeys and potentially even paving the way for new services.

"The app-based and crowdsourced nature of VAMOOZ is also a great fit with our technology and innovation agenda, and the opportunity to collaborate with Transdev heralds a great step forward in the evolution of the future of the UK bus sector."

The expansion of VAMOOZ in the north has seen it take in a range of destinations, from traditional family favourites such as Scarborough, Blackpool and Alton Towers to special events like music festivals.

VAMOOZ manager, Rebecca Reeve-Burnett, said: "The customer feedback we've had from our trips so far has been fantastic and I'm certain the concept will prove every bit as popular in Berkshire.

"It truly is a first for public transport in the UK and we're excited to see it being taken forward by Reading Buses, another of the country's most innovative bus operators."