Spafax, a provider of media, entertainment and content marketing services to the airline industry, has been selected by Japan Airlines (JAL) to licence, curate and deliver its short-form content selection onboard all the airline’s aircraft, including TV shows, documentaries and compilations. This deal marks the first time in more than a decade that JAL has announced a new IFE partner, according to Ryoichi Ikeda, president of JAL’s brand communications department.
The motivation for the change is that JAL is looking to elevate its onboard experience in the lead up to the Tokyo 2020 Olympic and Paralympic Games, as the Japanese Transport Ministry is anticipating upwards of 40 million foreign visitors.
Spafax’s entertainment efforts for JAL will be led out of its Hong Kong office and be supported by its entertainment teams in London and southern California. Spafax’s first content cycle for JAL is due for delivery by August 2019.
