In Melbourne, Microflite is maximizing on the new Eurocopter range to help establish a corporate identity and develop new business.

The EC130 darts in and out of skyscrapers, brushing past a bridge before finally landing on a helipad moored on the Yarra River in the heart of the city. Passers-by glance up just in time to see the helicopter’s sporty profile zoom past. The slick red helicopter is creating quite a buzz around Melbourne and Jonathan Booth, CEO of Microflite, is delighted with its growing notoriety: “Microflite is still a young company and is seeking to establish a strong corporate identity,” he explains. “Eurocopter helicopters represent a weighty strategic advantage.” Based at Moorabin business airport, a 10 minute flight from the center of Melbourne, Microflite currently employs three full-time pilots. Operations initially started up with a Jet Ranger, which was quickly replaced by an EC120, and a second EC120 and an EC130 later completed the fleet. The new Eurocopter range is always a popular choice in urban areas due to its low noise levels. “We’re having an AS350 B3 Ecureuil delivered this year,” continues Booth. “A third EC120 is due in 2008 and a second EC130 in 2009. All our helicopters will be equipped with VIP interiors, but versatile interior furnishing means the aircraft can additionally be allocated to aerial work. Corporate transport will continue to be our main activity. We hope to develop new business by attracting customers previously unaccustomed to helicopters, through demonstrating how user friendly, flexible, reliable – and above all profitable – helicopters can really be.” Booth readily admits to having closely observed the activities of Heli Monaco and taken away a few ideas. “We wanted to forge a solid corporate identity. Matching paint schemes and leather upholstery with corresponding avionics systems ensure that our helicopters are perceived as identical by customers. The three types of helicopter, tailored for different requirements, will allow us considerable operational flexibility. All our helicopters will be equipped with the VEMD [Vehicle Engine Management Display] to facilitate pilots when switching helicopters and to improve flight safety.” But since Microflite has entrusted the Eurocopter Repair Center with its helicopter maintenance, safety is not a problem. By a sizeable coincidence, the two companies are neighbors at Moorabin airport.