Bristol Flying Centre, parent company of Centreline Air Charter, has rebranded its entire group operations as Centreline.

Under the Centreline banner, the group is unifying its core activities, including aircraft management, charter, FBO services, engineering and training. In addition to new website Centreline.aero, pilot uniforms, aircraft livery and marketing material have been redesigned to fit the new brand identity.

Says CEO Tanya Raynes: “As we move forward it is important for us to make clear to our people internally and externally who we are and what we offer. It is important to have a single identity that spans all of our disciplines. It reaffirms our commitment to a full service approach and prevents the confusion that potentially could arise from having the two different names whenever we are trying to promote anything.

“We have a core product which is private jet management, supported through this strong multidisciplinary team. We need the market to understand that what we are offering is pan-European. We do operate across Europe and we have a global operation and a world-wide AOC, so having Bristol in the name probably didn't help with clarifying our position.”

Centreline currently has seven Citations in its fleet as well as having welcomed a Legacy 500 and Falcon 2000LXS in the last 12 months. These latest additions have provided a platform for the worldwide AOC, and the Legacy was the first of its type to be UK-registered.

MD Phil Brockwell explains the Bristol distinction: “Bristol is our operations and maintenance base and we have an FBO here that is highly supportive of our manage-ment and charter product but has many more movements from third-party clients. Our aircraft are based in Luton, Palma, Guernsey, Manchester, Biggin Hill and Dunsfold, so we are not very Bristol-centric with our operations; it is just where we man it from. So this is another reason why Bristol doesn't need to be in the name. This rebrand 'renews our vows' to our clients.”

Adds Raynes: “We are still going to be UK-based and G-registered, despite the fact that the company was purchased by Guernsey-based Pula at the start of this year. We do continue to look for opportunities in Guernsey, Jersey, Isle of Man and so on. The sale of the company leaves us in a position where the remaining management team feels fully supported in terms of our strategy for growth and progression, including this rebrand.

“With any of our aircraft types, taking on more than one is always an attractive option for the operator and for the customer. With the Legacy 500 we have proved ourselves in terms of our capability to take on and manage an aircraft of that type, and it is certainly proving very popular in the marketplace. We would like more, no doubt about it, but it is a steady process,” Raynes says.

“The Legacy 500 was the first of its type to be registered in the UK and one of the first in Europe, so that has been very productive for us in terms of proving our strength and capability as a team.”