Nigel.
How about adding Iceland air to your list?
I think there is demand for business and leisure to Iceland from BHX. Add on their extensive onward connections to Canada (which is woefully under served from the midlands) results in a healthy mix of point to point and transfer pax.
It may even wake up Air Transat a bit with some healthy competition.
Business, tourism, visiting relatives and skiing season... Would that warrant an all year round service?