Fun Travel brochures for 5th grade

They created a national talking point with their adverts, but now a bus company which hit the headlines earlier this month has poked fun at its own notoriety.

New Adventure Travel, based in Cardiff Bay, launched 10 new buses to serve a new cross-city route.

But their launch was clouded with controversy after images of what appeared to be a half-naked woman holding a sign saying “Ride me all day for £3” were spotted on the back of its buses.

New Adventure Travel bus with its new slogan

The female model was wearing strapless bra concealed behind the sign.

Images of a man holding the same sign were also spotted on the buses.

Related: 'I usually wear clothes when I ride the bus'

People complained with some describing them as “absolutely disgraceful” and “blatant sexism”.

This is atrocious.@EverydaySexism @NAT_Group can't imagine @charlottechurch would be happy about this atrocious sexism in Cardiff!”

— Charlotte Church (@charlottechurch)

After a social media backlash and 45 complaints sent to the Advertising Standards Agency within hours, the company said they would remove them within 24 hours.

New signs saying “for anyone in the world that missed it, it’s £3 to ride this bus all day” have now appeared on the buses which run between Pontprennau and Culverhouse Cross and the city centre.

— Kellie (@BigFashionista)

Managing Director Kevyn Jones said: “We have moved on and have made light of it in the best way we can.”

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