ɪnˈɪʃəli ðɪ ˈɛɹlaɪn mˈɑːɹkɪɾᵻd ɪtsˈɛlf æz ˈɛɹ bˈɛlfæst, ɹᵻflˈɛktɪŋ ɪts ðˈɛn pɹˈɪnsɪpəl ɹˈaʊt bᵻtwˌiːn bˈɛlfæst ˌɪntɚnˈæʃənəl ˈɛɹpoːɹt ænd lˈʌndən stˈænstᵻd.
Initially the airline marketed itself as Air Belfast, reflecting its then principal route between Belfast International Airport and London Stansted.