I also wish someone would launch PSA, I think it's quite shocking that BHX is the only major airport in the UK that doesn't have a link to Tuscany.
Just had a look at their list of destinations, they serve the likes of EMA and Bournemouth, and Prestwick if you want to include that. Spanair were to start MAD in 2010 I believe, then for some reason, pulled out. Maybe these new routes are the first of a string of further announcements?
