Cinderella buses to the ball

This Christmas, the magic of Cinderella is taking on a modern twist in Exeter.

Stagecoach South West and the Northcott Theatre have joined forces to show that even fairy-tale dreams can be sustainable.

As part of a unique campaign, Cinderella swaps her pumpkin carriage for the number 4 bus, encouraging locals to embrace greener ways of traveling this festive season. 

In the playful promotional trailer, Cinderella faces a dilemma familiar to many - a broken-down car. But rather than relying on fairy godmother magic, she turns to the number 4 bus, which runs regularly between Exeter’s city centre and the University campus, where the Northcott Theatre is located. 

Kelly Johnson, Joint Chief Executive and Development and Marketing Director at Northcott Theatre, explained the eco-conscious focus of this year’s pantomime: “Cinderella’s journey isn’t just about finding her happily ever after - it’s about finding better ways to get there. For us, that’s meant repurposing sets, switching to LED lighting, and using biodegradable confetti. We’re thrilled to partner with Stagecoach to remind audiences that getting the bus is both easy and eco-friendly.”  

The collaboration also highlights the importance of collective action, with Peter Knight, Managing Director of Stagecoach South West, saying: “Just as Cinderella’s story reminds us that small acts can lead to big changes, we hope this initiative encourages more people to leave their cars at home. The number 4 Service is a practical, sustainable way to travel - and who knows, you might even meet your Prince Charming on board!” 

Stagecoach is set to expand its green credentials further with the rollout of an electric fleet in Exeter next year, reinforcing its commitment to cleaner and greener travel. 

Audiences can experience the magic of Cinderella at the Northcott Theatre from November 28, 2024, to January 5, 2025. Tickets start at £21.50, and audiences are encouraged to follow Cinderella’s lead by choosing sustainable transport options for their journey.

So, this festive season, why not swap traffic jams for the convenience of a bus ride? After all, even Cinderella knows that when the number 4 is nearby, you don’t need a fairy godmother to arrive in style.