Harry,
That is correct, they should label things properly, the outfit seems amateurish, but I wish them well.
From a marketing and launch perspective they need to be bold and think outside the box, i'd focus heavily on Waterford area, what event could they get tagged with to get them in the news. Like and share promotions to win flights, focussing on VFR and in tandem approach any industry in the area for corporate deals, not close to the examples but any in the agri sector, they'll need to do their homework. The like and share will spread the word to relations and friends on the GB side... that would be the strategy, both strands in tandem....