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Cahokia Marine Service SW1200 # 2316 built for the TN&O is seen working a cut of Union Pacific Colorado coal at the CMS faclity in Sauget,IL August 1st 2011.
The 1980 Traffic Act removed the need for operators to prove the need for a new service, whilst still allowing established operators to appeal against it. In 1981 Yeowarts Coaches applied to run services in Whitehaven in competition with CMS, being eventually granted them after an appeal to the Secretary of State. Cumberland Motor Services issued this poster as part of an appeal for loyalty by "their" passengers.
At the time, this was seen as revolutionary, but after deregulation in 1986 it was happening everywhere!