Chapter 17: Advertising And Public Relation

          Being successful for over 40 years, the biggest brand of Sanrio, Hello Kitty, is running in a different path with her opponents. Hello Kitty is not going to public through regular media methods like Walt Disney cartoon characters. She doesnt have many stories of her own, she is just simple a cat without a mouth and still likely keeps it that way. But by a smart way to cooperate with other brands and companies, Hello Kitty's products will come to their customers by special campaigns.  For example, the airway’s adorable marketing strategy has attracted some avid travelers from carriers that fly the same routes. The load factor on Hello Kitty flights averages 80 percent to 90 percent, about 5 percent to 10 percent higher than EVA’s average on those routes before the Hello Kitty jets were introduced. Duty-free, in-flight sales of 13 kinds of Hello Kitty products generate some revenue, too. (http://www.businessweek.com/articles/2012-06-25/flying-the-friendly-and-cutesy-skies). Yet, Sanrio isn't camera shy or reluctant about being part of the entertainment world. The company recently garnered huge publicity when Hello Kitty and Lady Gaga were featured on Bravo Network's "Double Exposure" show and "Life in the Fab Lane with Kimora Lee Simmons".

         Sanrio focuses on building Hello Kitty's image. In the wake of the devastating earthquake and nuclear disaster in Japan, Tokyo-based Japan Tourism Agency has collaborated with Sanrio, creator of Hello Kitty, to develop a special iPhone app called "Visit Japan With Hello Kitty". The app features 53 different Hello Kitty in different customs, stays for different cities in Japan. Let say if you go to Tokyo, there a Hello Kitty in cherry blossom custom (this city is famous and be known for this flower) will pop up and being a tour guide to local landmarks and also appear on photos that you take. The newest campaign which starts on mid-October, 2012, calls Hello Kitty For President, adding a playful punch for this busy election season. Hello Kitty's. Friendship Party street teams and door-to-door canvassers will give away free Hello Kitty for President campaign bumper stickers, buttons, and yard signs throughout Washington, DC.  Hello Kitty will also make appearances leading up to election week, culminating in a Sanrio-style celebratory event before the election votes are tallied. "This campaign is a celebration of what she represents: friendship, fun and happiness."- says Jill Koch, Senior Vice President of Brand Management and Marketing, Sanrio, Inc. Fans also can vote for her vice-president, another Sanrio characters: Chococat, My Melody, and Keroppi, through their facebook page. Hello Kitty for President is the only election campaign where everybody can come together and vote for friendship, fun and happiness! 

This election season, Hello Kitty wants red, white and YOU! She’s throwing her bow into the ring for President of the United States and invited you to join the Friendship Party. Vote for friendship, fun and happiness with Hello Kitty!