Yes I'll agree that most if not all aviation charter companies I have come in contact with are remarkably weak in the marketing department. "If you build it, they will come" does not apply to the charter service.
Well, and then there are the guys up in Chicago who are all about the marketing but rather naive when it comes to the aviation side of the business. When they started out:
- They (or rather their overseas backer) owned the planes,
- they owned the snazzy website and the call-center,
- they did all the interviews with the local lifestyle magazines rub elbows with the rich and famous etc,
- they didn't hold the certificate.
After they had a fatal accident, the NTSB report revealed an interesting pattern of 'shopping around' the flying work and their planes+pilots to different certificate holders with issues revolving around operational control. Also some problems relating to pilot qualifications etc. None of the marketing material at the time indicated
'all flights operated by xx.xxxx a FAA certified charter provider' or any other reference that they were just a marketing channel. I dont know if anyone ever got dinged for the whole episode by the FAA, the corporation that held the certificate at the time shows up as 'involuntary dissolution' and the then DO shows up with a very recent date of issuance for his commercial cert.....
By now, they have a 1 airplane 135 certificate out of milwaukee. Dont know if they still farm out some of the work, their website is mum about it.
Just another way to go about it. Rather than 'build it and they will come', the 'round up customers first, worry about the pesky paperwork later' concept.