Working with over 70 clients worldwide, Spafax is a leader in the creation of branded content, specialized inflight entertainment management, custom publishing, advertising sales and production services.
With offices around the world, we are truly a global creative community with a Who’s Who list of airline, travel and “terrestrial” clients.
But like any success story, Spafax has a history. And it’s quite a story. Very few people can predict a company’s trajectory and much less predict that a car parts distribution firm based in Bath, England in the 1930s would one day become one of the world’s leading providers of custom communications and media services.
70+ of the best brands in the worlds of travel, lifestyle products, finance and entertainment
Our team leaders
President, Content Marketing
MD, Specialized Networks & Development
Executive Vice President, Media
VP, Spafax USA
Managing Director, Asia Pacific
Managing Director, Spafax Medios y Publicidad Ltda.
Executive VP, Inflight Entertainment, EMEA
It all started with Bath Spa Factors in Bath, England in the 1930s. What started as a garage in the service of Rolls Royce and Bentleys had evolved into a parts distributor with a vast European network. In order to communicate with the sales force, Bath Spa Factors decided to take advantage of the Betamax to create films with local talent. Others took notice and a film division was born. Spafax Television was truly one of the earliest customized programme producers and built up a blue chip client base that included the likes of Reuters and Marconi. And then Duncan Hilleary arrived on the scene in 1986 and pitched a plan for an airline network.
He and filmmaker Jeremy Hunter were already thinking about the Journey Cycle – even though it wasn’t called that yet. Their partnership with the newly named Spafax Airline Network resulted in a contract to produce advertising and video productions for British Airways. The video production, a monthly magazine-style programme called The World Traveller Show featuring different locations around the world, led to contracts with different airlines, including Singapore and Northwest. The show itself was a revolutionary concept in the industry and was the start of the company’s belief that creativity would be a principal differentiator in the marketplace.
In 1993, Hilleary pioneered the outsourcing of IFE to British Airways with a dedicated team located in a BA office in Buckingham Palace Road and re-launched BA’s IFE with a new programming strategy, a new graphic identity and media brand. Once again, Spafax had created something revolutionary in the industry, especially the re-launch of the graphic identity. It seems obvious now but then, the branding of IFE, and treating it as an entertainment “network”, was unheard of. This new approach was also one of the first to offer tangible benefits to the airline in the form of substantial savings against the BA IFE budget. The dedicated BA IFE team took ownership of all aspects of the passenger audio-visual experience and succeeded in winning the Avion Award for best overall inflight entertainment for British Airways at the WAEA in both 1995 and 1998. From 1995 to 2004, Spafax expanded to Canada, Asia, South America, and the UAE. We now have eight offices worldwide from London to Dubai.
From that small garage, Spafax has grown into a multinational based on four continents, serving more than 70 clients in the industry. Its multicultural background (and its expertise in creating bi-cultural publications) is an undeniable asset in today’s global marketplace. Managing a diverse client base with a diverse employee base, Spafax is a poster child for the positive aspects of globalization.