November 8 2018  |  Inflight Entertainment

​Spafax signs Air China for IFE

By Rick Lundstrom

Signing Team, left to right: Jason Hau, Spafax Account Director; Lance Liu, Tenthavenue China Vice President; Grace Li, Spafax Account Manager Air China (photo courtesy: Air China Media)

Spafax announced today that it has been selected by Air China to exclusively license and curate its Hollywood movie selection, as well as working together on all other video content in a deal estimated at US$15.5 million.

The parties formalized the partnership with a letter of intent at the inaugural China International Import Expo held in Shanghai. Spafax also announced the opening of a new office and team in Beijing that will serve in support of Air China.

Spafax, a Tenthavenue company (under the WPP Group), attended and participated in the signing conference, held this week. The Spafax contract with Air China was included along with Air China's other mainline aircraft and fuel contracts.

“Our primary role is to work with Air China as their content service provider (CSP) to license the best Western and Asian entertainment content for their inflight entertainment systems,” said Spafax Account Director Jason Hau. “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 proposed the tagline of “Extraordinary journeys, Inspirational content” for the in-flight entertainment after the signing ceremony, hoping that the content the company provides with inspire passengers as they go on an extraordinary journey with Air China.

“Air China is a market leader and creates a unique flying experience for its customers,” said Niall McBain, Chief Executive at Spafax. “We’re honored to be their CSP of choice when it comes to entertainment.”

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