GILLINGHAM chairman Paul Scally’s latest attack on Charlton has provoked instant retaliation from the Premier League club who have announced their biggest offensive yet to win the hearts and minds of Kent football fans.

In a national newspaper article on December 20, Mr Scally said of Charlton: “They are trying to attract fans from my county.” And he warned: “I will make them pay for it.”

Charlton responded by announcing the introduction of Valley Express, a new coach service that will run from 30 towns throughout Kent.

The service will make its debut for the home game against Birmingham on Saturday, January 15, and be available for every Premier League home game.

The return fare is £5 with match tickets priced at £20 adults, £15 senior citizens and £10 under 16s.

Coaches will run from Ashford, Birchington, Canterbury, Chatham, Cranbrook, Dartford, Deal, Dover, Faversham, Folkestone, Gillingham, Gravesend, Herne Bay, Hythe, Larkfield, Maidstone, Margate, Northfleet, Rainham, Ramsgate, Sandwich, Sevenoaks, Sittingbourne, Staplehurst, Strood, Swanley, Swanscombe, Tonbridge, Tunbridge Wells and Whitstable.

This latest initiative follows the success of a pilot project which has run from Thanet since August under the auspices of Charlton’s “Target 40,000” committee which is striving to attract new supporters to The Valley whose capacity is set to be increased to 40,000 in the next five years.

Target 40,000 committee member Rick Everitt, who has been overseeing the project with supporters’ club travel organiser Wendy Perfect, said: “The response to the coaches we have laid on so far has been phenomenal .

“I think people who live close to The Valley would be amazed by the strength of feeling for Charlton we are uncovering 60 or 70 miles from the ground.

“Some of those travelling have been new supporters, whom we very much welcome. Others are lapsed fans who have just lost touch with the club over the years.

“We have been able to bring them back and we believe the same will be possible in many other parts of Kent where people haven’t previously seen travelling to The Valley as a viable option.”

The existing Canterbury coach operated by the former East Kent branch of the supporters’ club - now the Charlton Independent Supporters’ Association - and the services run by Maidstone and The Weald CASC, will also become part of Valley Express.

Ashford passengers will benefit from a more direct journey, via the M20 while Cranbrook and Staplehurst pick-ups will be introduced in the Weald.

If all goes according to plan for the Birmingham, Liverpool and Tottenham home games, more routes will be introduced from the West Bromwich Albion fixture on March 19.

Charlton strengthened ties with Kent earlier in the year when the club signed an agreement with Kent County Council. The deal enables the KCC to benefit from the club’s award-winning community schemes.

For departure time details and pick up points supporters should call the Valley Express hotline on 0800 587 1100. Fans who do not require coach travel can book match tickets on-line at www.cafc.co.uk or by calling 020 8333 4010.