Cathay Pacific has appointed WPP agency Spafax as exclusive media sales representative for its retail media offering.  

The remit includes inflight entertainment, onboard publications, digital channels and experiential formats.  

It wasn’t immediately clear if the appointment followed a formal review or if there was an incumbent on the account.  

The assignment comes on the eve of Cathay’s 80th anniversary. 

Jenna Yu, General Manager, Lifestyle Products at Cathay Pacific said, “Spafax brings deep expertise in travel media and a strong understanding of how brands want to engage with premium audiences. Their global scale, data-driven approach, and creative capabilities make them a strong partner as we continue to evolve our media ecosystem and offer advertisers compelling ways to connect with our customers.” 

 The agency has begun work and new programs are now rolling out across Cathay Pacific’s 200 routes and media channels. 

Spafax is global specialist in travel media that claims to connect brands to a global network of nearly a billion passengers across hundreds of touchpoints. Clients include the Lufthansa Group, Emirates, JetBlue, Japan Airlines, Singapore Airlines, Korean Air, Virgin Atlantic and more.