European VIP charter start-up Cello Aviation is gearing up to launch operations this month with its first Avro Business Jet. Birmingham International airport-based Cello is hoping to receive its aircraft operators certificate within the next week, paving the way for the company to launch its marketing campaign across the region for its former BAe 146-300 regional jet. "Due to UK regulation we are not allowed to legally market our product until we have the AOC. So in order to promote Cello we have adopted a soft marketing approach to date using web-based tools such as Facebook and email," says Tony Farmer, Cello's marketing and sales manager.
He is buoyed by the positive market response to the aircraft. "Given the economic circumstances charter requests have exceeded our expectations," Farmer says. Cello - part of the UK-based Gill Group - is targeting markets which require large group transportation across Europe such as the sports and entertainment industries and the company is seeking regional exposure for their new products. "Much of the demand from these markets usually dries up between May and August, but we have had a phenomenal response from a diverse range of customer types including specialised weddings and governments with multi-segment requests." Cello's business plan calls for "more than one ABJ," says Farmer, "but we will see how the market fares over the next three months before we make a decision to add another aircraft."
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Cello's ABJ was delivered last year after extensive remodelling by BAe's London Stansted-based completions partner Inflite Engineering. The interior features 46 first-class seats, four-abreast, and can be reconfigured for 44 seats with a club four arrangement at the front, says Cello. To date there have been 28 ABJ conversions of the BAe 146 or Avro RJ airframe.
Source: Flight International
