Norwegian will be in competition with Thomas Cook.
TCX are already offering TATL to the price concours. DY say flights will be from £135, but in reality, on a B737, those fares will be few and far between, so likely to be more around the £250 mark.
TCX already offer seats around that price, so, it clear who DY see as their main competitor at MAN. While Norwegian dithered about UK regional flying, TCX just got on with it, and got on with it in style!
Time will tell how well it goes, but, I know of 3 seperate people who will be using the SWF flight, hailing from upstate New York so suits them to the ground.
It's also worth pointing out though, that Stewart will offer the less daunting entry/exit to the USA, and with US pre clearance, I can see a lot more routes like this. Manchester UK to Manchester US anyone? That would confuse the hell out of many.
As said before, this could either go very well, or very wrong. One thing to wonder, while the first 3 routes from MAN are SWF/PVD/FLL, I wonder if UA saw this coming so cut and run on IAD, it would provide a convinent excuse. It will be interesting to see how this could affect EDI. If MAN stays 1 daily EWR, I can't see EDI keeping 3 routes from UA with mega cheap fares.