The first services were launched by Arriva North East with routes X10 and X11 from Newcastle to Blyth using refurbished double - deck vehicles .
Arriva North East is cited as the creator and home of the brand ( alongside jointly managed Arriva Yorkshire ) .
The first services were launched by Arriva North East , which is cited as the creator and home of the brand ( alongside jointly managed Arriva Yorkshire ) , with routes X10 and X11 from Newcastle to Blyth using refurbished double - deck vehicles .