With its maiden flight due Thursday week (25 January) Silverjet, the latest in the fast increasing band of business class only airlines, has now opened up bookings on its website for a second daily service between London”s Luton Airport, and Newark New Jersey from 2 July. Newark, now called Liberty International, and across the Hudson River from Manhattan, is for many people a more attractive alternative to JFK.
Silverjet will be Luton”s first ever airline to New York. It will vie with both Eos and Maxjet out of Stansted, and full service carriers American Airlines, British Airways and Virgin Atlantic from Heathrow, plus BA, Continental, Delta, US Airways and Virgin Atlantic at Gatwick. The new Luton operation also competes with Continental”s two-class operation out of Birmingham, once again to the Newark hub.
The aircraft”s distinctive livery has been designed by London-based StrategicFusion whose other airline clients have included Aer Lingus, Lufhansa and Iberia.
Lawrence Hunt, Silverjet CEO, explains: ”We have a unique and enticing proposition for our customers. We also recognise that the transatlantic market is highly competitive. This combination makes it business-critical that we differentiate our brand effectively. StrategicFusion”s strategic and creative ability, and its commitment to developing an in-depth understanding of Silverjet, has resulted in a strong, distinctive identity that truly reflects our profile.”
Silverjet will be using the wide bodied Boeing 767 for all its flights, 100 passengers in the space usually filled by up to 300. By offering its own dedicated terminal, the first for the UK, 2+2+2 seating, full flat seats, and a cabin service and catering described by the airline as recreating the magic of air travel the way it was meant to be, the airline believes that the market is strong enough to accommodate all the existing carriers and the newcomers.
Silverjet is listed on London”s AIM market. Earlier this year it acquired Flyjet, a British airline with an existing Air Operator”s Certificate, and also Skylease.