Just a little research on Birmingham Florida flights reveal 2 per week for the summer amd none for the winter excluding the carrier under debate.
This does not compare well with other UK airports, some with considerably less passenger throughput than Birmingham, so either Brummies hate Florida or they are flying from somewhere else..
What are the alternatives. NEMA has only one flight therefore the passengers are going, at a guess, to Manchester or Gatwick.
Flywho are certainly not entering a crowded market from Birmingham.
If it is marketed correctly it could do well.
Centre cities