▁Br uss els . ▁▁ 1 9 9 6 / 9 7 ▁The ▁franch ising ▁process ▁was ▁implemented , ▁with ▁various ▁private ▁companies ▁taking ▁over ▁the ▁shadow ▁franch ises . ▁Three ▁were ▁awarded ▁to ▁management ▁buy outs . ▁The ▁Great ▁Western ▁Hold ings ' ▁management ▁also ▁were ▁awarded ▁the ▁North ▁West ▁Regional ▁Rail ways ▁franch ise . ▁The ▁remainder ▁were ▁divided ▁between ▁a ▁hand ful ▁of ▁major ▁transport ▁operators : ▁ ▁In ▁Northern ▁Ireland , ▁N IR ▁stopped ▁using ▁its ▁own ▁brand ing ▁on ▁the ▁Enter prise ▁service ▁between ▁B elf ast ▁and ▁Dublin ▁when ▁it ▁purchased ▁new ▁rolling ▁stock ▁in ▁conj unction ▁with ▁I É , ▁instead ▁launch ing ▁Enter prise ▁as ▁a ▁separate ▁brand ▁name . ▁▁ 1 9 9 8 ▁Great ▁Western ▁Hold ings ▁that ▁operated ▁Great ▁Western ▁Tra ins ▁and ▁North ▁West ▁Tra ins , ▁became ▁a ▁ 1 0 0 % ▁First Group ▁subs idi ary ▁when ▁the ▁ 2 4 . 5 % ▁share holder ▁bought ▁out ▁its ▁partners . ▁The ▁TO C s ▁were ▁renamed ▁First ▁Great ▁Western ▁and ▁First ▁North ▁Western . ▁ ▁Virgin ▁Group ▁sold ▁a ▁ 4 9 % ▁share ▁in ▁Virgin ▁Rail ▁Group ▁that ▁operated ▁the ▁Cross Country ▁and ▁West ▁Coast ▁franch ises ▁to ▁Stage co ach . ▁ ▁The ▁completion ▁of ▁the ▁rail ▁link ▁to ▁He ath row ▁Airport ▁led ▁to ▁He ath row ▁Express , ▁an ▁open - access ▁operator ▁outside ▁the ▁franch ising ▁system , ▁beginning ▁its ▁services ▁from ▁London ▁P adding ton ▁to ▁He ath row ▁with ▁operating