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.
Who We Are
The Team Leaders of Spafax
“Few companies have more experience in entertaining this upscale, international, ‘on the move’ customer. We call this person a transumer: a consumer in transit. They are a tremendous demographic, but they’re busy. They are also the most influential people in the world in their interactions. You must get their attention. You have to earn it. And that’s what we do.”
Niall McBain CEO, Spafax
Head of Business Development
Senior Vice President, Content Strategy
Nino Di Cara
Executive Vice President, Content Marketing
President, Content Marketing
Executive Vice President, Media
Managing Director, Asia Pacific
Chief Financial Officer
Executive VP, Inflight Entertainment
Al St. Germain
Senior Vice President, Global Marketing
Chief Technology Officer
MD, Specialized Networks & Development
We developed our Journey Cycle approach when we realized that a customers relationship with any brand has many touchpoints.
The Journey Cycle
The working model is the same for all our clients, whether travel brands or not. By understanding the current demands of the transumers, our client’s needs and business opportunities, we help reach people at all points of their “journey” as they come in contact with our client’s brand – from inspiration to decision. To reach customers throughout the Journey Cycle, Spafax creates customized branded entertainment media across many platforms (IFE, print, audio, video, electronic, interactive and ambient).
This is a tried and true technique that will help you:
- Maximize the impact of your marketing initiatives
- Deliver ROI (return on investment)
- Acquire and retain loyal customers
- Build brand awareness
- Capture demographic data about your potential audience
- Convert audience into customers
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 15 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.
With offices around the world, we are truly a global creative community. We would like to hear from you.