On the topic of transport, it might not be a bad idea for airlines to strike deals with bus companies and offer airport shuttles timed with their flights, include them in the price or an additional £5 or something... Maybe even offer inner city check in at bus and train stations!
Well it's not a bus company but it seems First Great Western are working with Singapore Airlines.
Rail-Fly - Singapore Airlines
However I don't see FlyBe tying up with any rail or bus companies. Far from it was previously posted they're trying to compete with FGW>