Airline media, entertainment and content marketing services provider, Spafax, has entered a deal with Air China to exclusively license and curate its Hollywood movie selection, as well as working together on all other video content. The agreement has an annual value of more than US$15.5 million and will be supported by Spafax’s new office and team in Beijing, set up in September 2018 for the Air China program.
Spafax parent company WPP Group, through its Tenthavenue and Kinetic subsidiaries, has built up a multi-year working relationship with Air China, and has assisted Spafax in quickly establishing a local presence.
Spafax account director Jason Hau stated, “Our primary role is to work with Air China as their content service provider to license the best Western and Asian entertainment content for their inflight entertainment (IFE) systems. Additionally, we will work to develop a comprehensive content strategy and continually find ways to further improve the passenger experience onboard in order to elevate Air China’s in-flight offering.”
Spafax has proposed the tagline of ‘Extraordinary journeys, Inspirational content’ for Air China’s IFE content offer.