If I understand correctly, if I were to market the air service on my own behalf (i.e. convey that I was the air carrier), I would require a licence to operate the air service. Conversely, I would not require a licence if I operated through an agreement where I act as an agent for the air carrier, as long as the advertising did not create any confusion.
At this stage I am just looking to understand the licensing regime. Your responses have been very helpful. Thanks!