Expanding vip charter operator Cello Aviation is diversifying into the ACMI sector of the airline business. Operating all over Europe, Birmingham-based Cello saw bookings double during 2012 and will keep vip charter at the core of its business.

However, in partnership with Chevron Technical Services in Manchester, an Avro RJ85 with extended range tanks will be added to Cello's AOC. The company will manage all aspects of operation including the flight deck and cabin crew as well as on-board catering.

“This type of aircraft is ideal and has provided the basis for the success of our business,” says ceo Nim Baines. “It will be used for ad hoc charter work as well as supporting other airlines with extra capacity as needed.”

Equipped with 82 all-leather seats, the aircraft is capable of reaching most European destinations and can operate into and out of airports where runways are short and angles of approach and take off steep.

“We work with Cello and know the high standards to which they operate and this was a key factor in our decision to place our aircraft with them,” says Len Morris, owner of Chevron Technical Services.

Cello took on two new staff last year and recruited four extra cabin crew. Baines believes that the growth of the airline is to do with filling a gap in the market with its original aircraft: “Our BAe 146 can carry more passengers than most vip aircraft that are typically in the 10-19 seat categories. This enables us to carry parties such as football teams, major music performers and their technicians as well as heavy equipment. However, the technical specification of the aircraft means that it can fly into and out of airports that are out of bounds to many aircraft of this size.”

Attention to detail in choosing local suppliers is a policy that Baines believes provides a competitive advantage. “In selecting our caterer we deliberately avoided traditional suppliers of aircraft food. We selected a boutique caterer just a few miles from our base that specialises in providing food using wherever possible fresh, locally sourced ingredients. Gourmet Foods has many years' experience catering for special events where the customer needs that bit extra.”

Meanwhile, Birmingham-based company Slaters designed and supplied cabin crew uniforms.