Golden Arm partnered with China Eastern Airlines to increase its profile among business travellers in North America. At the outset, CEA faced low brand awareness and poor consumer perceptions. The introduction of new Boeing 777-300ER aircraft presented the Airline with an opportunity to invigorate the brand, improve service, and elevate their reputation. Golden Arm created a NA Brand awareness strategy and a series of multichannel executions to spread the word in the right way to the right audience. The brand activation culminated in two, high-profile, private evenings of fusion, food, and fun at NYC's prestigious IAC building and at the W Hotel in West Hollywood. We treated a diverse mix of business executives, politicians, local and Chinese press, and travel industry experts to a first-class experience. Events featured a choreographed dance troupe, live musical performance, and virtual first and business class cabin tours using Oculus Rift. We created the North American Twitter, Instagram, and Facebook accounts for CEA to support and promote the campaign where we posted an intense three-week campaign using #FLYCEA.