I think the concept is a good one, although not sure about this particular execution:
Plus points:
- offering reasonable business class product at decent discount compared with ususal suspects that fly ex LHR.
- much will depend on what exact fare comparison is with usual suspects, and also what comparison with existing discounted c-class fares available ex LHR via AMS/CDG or even Iceland...
Negative aspects:
- is STN best airport ? Is it their only choice however ?
- Is B767 too big ? They'll be taking a massive bite out of BA's arse... perhaps they should consider 757,737,A321,A320. (Latter 3 would prob have some performance "complications", but with only 30 or so seats could have the range needed - esp w/ BBJ type fuel tanks/winglets)
Wait & see....
Z.