Press

Spafax Supports Air Canada’s Disney and Pixar Partnership for Exclusive In-flight Release of Turning Red

18 May 2022

5 minutes

Global entertainment and media agency, Spafax, announced today that Air Canada customers will be the first in-flight audiences globally to have the opportunity to watch Turning Red onboard the airline’s in-flight entertainment (IFE) systems. This exclusive in-flight window is a final element in the airline’s celebration of the release of Disney and Pixar’s Turning Red, an animated film set in Toronto and directed by Academy Award® winner and Canadian Domee Shi.

In anticipation of the film’s exclusive in-flight debut in June, Spafax also coordinated the delivery of several Turning Red content touchpoints experienced across the Air Canada customer journey. Throughout the months of February and March, on aircraft destined for Toronto, customers experienced an animated landscape of the city on seatback screens as they boarded, as well as themed screensavers that promoted director Domee Shi’s favourite places in Toronto via Air Canada’s seatback city guide. In addition, the March issue of Air Canada enRoute magazine featured a custom-illustrated cover of Toronto with Meilin Lee, the film’s main character, in her panda form, and an in-depth interview with Domee Shi. Once seated and connected to Air Canada’s in-flight Wi-Fi, passengers can access a feature interview with director Domee Shi via the enRoute website.

We worked with Air Canada to celebrate Turning Red by ensuring the airline’s in-flight audiences will be the first to watch the film onboard as a way of extending the world of the film and, as Domee Shi describes it, ‘as a love letter to Toronto and everything Canadian.

Alexander Glavonich, Spafax

Alexander Glavonich, Managing Director at Spafax Canada said:

“As Air Canada’s in-flight entertainment and media partner, we wanted to maximise this unique partnership with Disney and Pixar. We worked with Air Canada to celebrate Turning Red by ensuring the airline’s in-flight audiences will be the first to watch the film onboard as a way of extending the world of the film and, as Domee Shi describes it, ‘as a love letter to Toronto and everything Canadian.’

Anton Vidgen, Senior Director, Experience Design at Air Canada said:

“As the country’s flag carrier, Air Canada has been proud to highlight this universal story set in our diverse country. Throughout their journey, Air Canada customers have been able to engage with the world of Turning Red, including a Turning Red-themed livery on a Canadian-built Airbus A220. These elements, capped off with our customers’ exclusive opportunity to view Turning Red in-flight during the month of June, are all part of Air Canada’s efforts to bring the best of Canada to the world.”