Chapter 16: Integrated Marketing Communications

          Marketing and communication stands a high level importance in Sanrio. The products themselves are called "social communication gifts", based on their concept everybody is a gift giver. Each item brings different design but always carry a message "small gift, big smile". The biggest event of Sanrio so far, happened on 2010, Sanrio's 50th anniversary party, hosted in Los Angeles. This was the first time that Hello Kitty and other characters such as My Melody, Little Twin Stars, Chococat, Tuxedo Sam, Badtz-Maru, Keroppi, of Sanrio appeared together. Kicking off a 10-day, open-to-the-public, celebratory "Small Gift Los Angeles" spree of Hello Kitty sushi-making and cupcake-decorating classes, DJ dance parties, Hello Kitty Sephora makeup tutorials, and Sanrio-inspired art installations from 50 artists across 11 rooms, this opening gala offered everything that Sanrio-loving celebrity guests could desire: Sanrio-flavored Yogurtland and Beard Papa's treats, old-school Japanese arcade games, a pop-up shop selling 50th anniversary collectibles, a dress-up photo booth, a Hello Kitty miniature golf course (where Erik Estrada, of all people, was spotted putting), food trucks, a Ferris wheel, and, perhaps most thrillingly, all the sake and soju guests could gulp.... (http://music.yahoo.com/blogs/heard/pop-stars-look-pretty-honor-hello-kitty-at-sanrios-50th-anniversary-bash.html) It was called a Hello Kitty paradise for its fans. In this event, all 4 elements of promotion mix were applied, personal selling, advertising, sales promotions and public relations.