Spafax Studio Creates Custom Digital Experiences for Travel Brands


A still from Etihad Airways’ latest safety video, created by Spafax Studio. All images via Spafax

As well as fulfilling the traditional roles of a content service provider, for the past few years Spafax has been working with airlines and travel companies to create branded content from scratch. The company is now bringing this capability to the fore with the official launch of Spafax Studio.

Earlier this year, Spafax launched Spafax Studio, which is the creative wing of the company’s content technology service. “It really began in 2017 under the creative direction of Jonathan Gilbert, our VP Digital Content and Innovation, and has since grown into a global network of creative studios targeting the international traveler,” said Jessica Sammut, director of Corporate Communications at Spafax. 

So, what kind of projects does Spafax Studio undertake? “We work across branding, branded content, PR, digital, social and experiential and partnership campaigns,” Sammut explained. “We believe that delivering digital experiences is the future of entertainment.” 

Spafax Studio completed a project for Heathrow Express to coincide with the launch of its new train service during the fourth quarter of last year. It involved producing a new creative strategy, visual identity and a suite of branded content including customer information videos for Heathrow Express TV, which is available via HD screens onboard its new fleet of Class 387 trains. The project has been shortlisted for the APEX/IFSA Awards under the “Best Airport Innovation” category. 

A still from the ident created by Spafax Studio for Heathrow Express TV.

“We’re also incredibly proud of our latest safety video production for Etihad Airways,” added Sammut. “It was filmed during the middle of the COVID-19 pandemic and was described by Travel + Leisure as “one of the world’s most beautiful safety videos.” Shot at Abu Dhabi’s Louvre Museum, it draws inspiration from Abu Dhabi, a centre of art and design, whose characteristics are embodied and reflected by Etihad Airways. We saw it as an opportunity to inspire and evoke a sense of excitement around travel again.” 

In a continuation of its goal of being a thought-leader in the in-flight entertainment space, Spafax has also launched a new podcast. Sammut elaborated, “It’s called Future Screen and offers listeners informed and entertaining insights into the future of Out-Of-Home marketing, travel media and onboard entertainment. In each episode, we bring together insights from these colliding industries, featuring guests from Spafax and its partners – and the best part is, you don’t have to be an “avgeek” to enjoy it!”

The pilot episode, launched in July, is about what travel looks like in a post-pandemic world. It sees  Jonathan Gilbert explain the importance of inspiring travel through creative production and Jean-Marc Thomas, Spafax Asia’s managing director, exploring the future of the digital passenger experience.