Stagecoach Gold

Stagecoach Gold, previously, Goldline is a sub-brand used by various Stagecoach Group bus subsidiaries in the United Kingdom. It was first used in Perth and Warwick in November 2007. It was extended to Aldershot from February 2009, and in September 2009 Stagecoach West started a new Stagecoach Gold 94 service between Cheltenham and Gloucester replacing the existing 94 service. The Cheltenham and Gloucester route is however branded as Stagecoach Gold, not Goldline. This marked a change in the branding, with all past services being branded as "Goldline" eventually being brought into line with the new "Stagecoach Gold" name. In 2010, the Stagecoach Gold brand was extended to services run by Scottish Citylink, where Stagecoach are the minority shareholders, where two services were designated as Citylink Gold, those between the cities of Glasgow and Aberdeen or Inverness.

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    But tell me: how did gold get to be the highest value? Because it is uncommon and useless and gleaming and gentle in its brilliance; it always gives itself. Only as an image of the highest virtue did gold get to be the highest value. The giver’s glance gleams like gold. A golden brilliance concludes peace between the moon and the sun. Uncommon is the highest virtue and useless, it is gleaming and gentle in its brilliance: a gift- giving virtue is the highest virtue.
    Friedrich Nietzsche (1844–1900)