Twice a Week to Gainsborough

This week the service level on the Stagecoach operated tendered 398 from Belton to Gainsborough via Epworth, Haxey, Owston Ferry and Walkeringham is doubled, as the current Tuesday only service starts running on Friday's as well from 4th April. The service leaves Belton at 0945, arriving in Gainsborough for 1047, before departing back at 1310. I'm guessing this is a Bus Service Improvement Plan funded initiative, but can't find any documents or press releases to substantiate that.