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EVA Air: Hello Kitty Media Event

EVA Air commissioned Myriad as the event manager to create and manage a media event to launch EVA Air’s Hello Kitty Jet inaugural flight.

The Brief

  • Obtain all special event approvals and permits
  • Coordinate with multiple partners from three countries
  • Plan and execute security measure of aircraft entrance
  • Launch press event the same day as the grand re-opening of Tom Bradley International Terminal at LAX

Tactics

  • Myriad devised and managed all event logistics, with multiple partners including EVA Air’s parent company, Evergreen, in Taiwan, EVA Air Los Angeles, Sanrio Japan, Sanrio Taiwan and Sanrio USA
  • Coordination of security plan and permit acquisition in collaboration with LAWA Operation Team, Airport Police, Flight Path Museum, Fire Department and private security
  • Coordination of tent construction, AV, catering, security, event host, production design and floral design
  • Logistics for the aircraft to enter the venue during the event
  • Event budget and financial management

Results

  • 350+ guests (94% attendance)
  • Media coverage from CNN, LA Times, LA Splash Magazine, Hollywood Reporter, LA Weekly, USA Today, Huffington Post, Yahoo!, Jaunted.com, Racked.com. AFAR, Business Travel, Elite Traveler
  • 30+ Asian ethnic media outlets including Skylink TV, ETTV, 
KSCI Ch 18, Phoenix TV, CTI TV, ICN TV, China Press, Chinese LA 
Daily News, Sing Tao Daily News, World Journal, Zhong Guo Daily, Japan Up! Magazine, Rafu Shimpo, Asian Journal, Asian Pacific News, Radio Manila and Siam Media
  • Widespread media coverage resulting in one of EVA Air’s most successful US media events

Client