Building upon the initial Brand Awareness Campaign Golden Arm was invited back to design and produce four major brand awareness events for Los Angeles, Sydney, Chicago and New York to commemorate China Eastern Airlines 60th Anniversary. The events highlighted ten years of connections between Shanghai and New York and promoted the opening of the North American Call Center, new direct flights from Sydney to Kunming and Hangzhou, and a new Boeing 777-300ER service to Australia. We conceived and produced PR activations, social campaigns, launch events, anniversary celebrations, and a signature profile video series. These content-rich activations included live dance and music performances, augmented reality, VR content, regional cuisine sampling, bespoke cocktails, contests and giveaways. Guests experienced a virtual and augmented reality tour of the 777-300ER cabins with 360 fly-throughs of Shanghai and Chicago's landmarks. The campaigns created an immersive cultural experience that took a carefully selected business travel audience inside the brand's new offerings. Our strategy bore fruit, spreading awareness, shifting perceptions and creating a new brand image among its target audience. CEA's business class sales increased by 50% and market share by 5% during this time.