Most people in the UK will have seen yellow school buses in American films. The Yellow Bus brand represents more than simply a bus journey for young people. It is one of the classic icons of American culture, representing a child-centred world in which children’s safety and well-being lie at the heart of community values. Now Yellow Buses are becoming part of the British scene too; First is introducing them to the UK. The company is confident of success, and for good reason. Its research…

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