Pilot Pete,
I think you may be misleading those who have posted so far. Will anyone pay for this flying? That is will the passengers pay for their flights or anyone else pay you or the person who owns the helicopter to fly these people (either in money or another way? If so, then the flying you propose is public transport and you cannot do it other then under the auspices of an AOC.
The other things that is surprising us all is that you say you have a CPL(H) but you don't know about the normal UK rules for fare-paying passengers, or indeed lots of other things. Is yours a UK/JAA licence?
If the flying is being done without anyone paying for it, then it could be what the CAA call a charity flight. Special rules apply to them and the relevant AIC has already been quoted.