Cathay Pacific has appointed the Spafax aviation media company as its exclusive media sales representative. Under the terms of the agreement, Spafax will lead the commercialisation of advertising opportunities across Cathay Pacific’s various media channels, delivering a single, integrated platform in which brands can connect with the airline’s customers.
Spafax will apply its knowledge of the media industry, and its advertiser relationships, to help enable external brand engagement with Cathay Pacific customers, while creating a revenue stream for the airline.
The partnership spans inflight entertainment (IFE), onboard publications, digital channels, and experiential formats, enabling advertisers to activate brand campaigns and advertising across the entire passenger journey.
“Cathay Media has long been a trusted platform for brands looking to connect with one of the world’s most affluent and influential travel demographics,” said Agnes Law, vice president APAC at Spafax. “Anchored by its tripod strategy – Deep Roots in Hong Kong, Proudly Part of China, Connecting the World – the platform serves as a powerful gateway for brands seeking to engage with both international audiences and consumers across the Chinese Mainland.”
Passengers flying with Hong Kong’s flag carrier airline can already expect to see new media campaigns featuring luxury brands on Cathay Pacific’s media channels.
Jenna Yu, general manager, lifestyle products at Cathay Pacific said of the partnership, “Spafax brings deep expertise in travel media and a strong understanding of how brands want to engage with premium audiences. Their global scale, data-driven approach, and creative capabilities make them a strong partner as we continue to evolve our media ecosystem and offer advertisers compelling ways to connect with our customers.”
