Spafax

Spafax is an international content marketing agency that focuses on inflight magazines. Spafax was founded in London in 1985 and is now part of Sir Martin Sorrell’s WPP Group PLC, in the tenthavenue division.

Spafax has worked with airlines like Air Canada, British Airways, Emirates, American Airlines, LAN Airlines, Virgin America as well as with luxury brands and government organizations like Fairmont Hotels and Resorts, Mercedes Benz Canada and The Canadian Tourism Commission.

In addition to its client work, Spafax publishes a multiplatform magazine. Based in Montreal but international in scope, Sparksheet is editorially independent. Because of its unique business model, Sparksheet has been cited as an example of "branded journalism." Sparksheet's content is written for a primarily business-to-business audience and focuses on topics like online publishing, design, luxury branding and marketing to the consumer in transit. Sparksheet currently boasts more than 100 contributors from around the world.

Spafax started as Bath Spa Factors in Bath, England in the 1930s as a garage servicing Rolls-Royce and Bentley cars. From there, they evolved into a parts distributor with a European network. In order to communicate with the sales force, Bath Spa Factors decided to take advantage of Betamax to create films with local talents, from there a film division was born. Spafax Television was one of the earliest customized programme producers that built up a blue chip client base that included the likes of Reuters and Marconi. And then Duncan Hilleary, one of Spafax's earliest contributors, arrived on the scene in 1986 and pitched a plan for an airline network.

He and filmmaker Jeremy Hunter partnered 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.

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