Maritime Bus is asking for support from customers and businesses who would like to see its northern New Brunswick route continue.
The company has provided daily service to Campbellton, Bathurst and Miramichi since August.
But president Mike Cassidy said the company is only tracking about 50 per cent of its projected passengers in its current pilot project.
He said Maritime Bus expected 40 passengers would use the route every day.
To obtain a permanent licence to operate, Maritime Bus has to prove the line is financially viable.
“At the present moment it isn't, but there is potential, and over 2014 I'm hoping local communities, the elected officials, business leaders, residents will support Maritime Bus,” he said.
“So all I've asked for is over the next seven days, could I talk to business associations, the mayors of Campbellton, Bathurst, and the Miramichi. Can we come up with a communications plan to promote this service?
Cassidy said it takes time to reinstate a service in an area.
He said he's not asking for a government subsidy, just public support.
"I don't want to walk away from the north unless we give it our best effort possible," Cassidy said.
Maritime Bus must make its case to the New Brunswick Energy and Utilities Board on Dec. 20.
Maritime Bus started operations in December 2012 after Acadian Lines shut down its service. Acadian officials said the company had lost millions of dollars providing service in the Maritimes and couldn't make a profit in the region.