E-LAND
Role: Operational Lead and Integrated Marketing Strategist
Agency: Hakuhodo
Market: Taiwan
Client: the E-Land Group
Brand: Cafe Lugo, Teenie Weenie, and WHO.A.U
Year: 2014
As the Operational Lead and Integrated Marketing Strategist for E-Land at Hakuhodo, I played a pivotal role in the successful launch of the E-Land Group’s entry into the Taiwan market in 2014. This project marked the introduction of three major brands—Cafe Lugo, Teenie Weenie, and WHO.A.U.—into a new market, a high-profile endeavor that required seamless coordination across multiple teams and stakeholders.
Public Relations: Developed media angles and key messaging, crafted press releases, monitored media coverage, conducted daily analysis, and managed crisis communications. Cultivated strong relationships with key fashion, food & beverage, lifestyle, Korean entertainment, and business journalists across print, online, and broadcast media.
Operational Leadership: Managed day-to-day operations, overseeing vendor relationships and logistics, and ensuring the smooth execution of tasks across Taiwan, China, and Korea. This included coordinating with over 40 vendors, from security to celebrity handlers, to ensure that every aspect of the event was flawlessly executed.
Event Execution: Designed and executed a high-profile launch event, working alongside a design studio from China and Korea HQ, with Hakuhodo managing on-site operations. I coordinated over 40 vendors across Taiwan, China, and Korea, including celebrity bodyguards and security, and handled logistics such as scriptwriting, emcee coordination, press, and celebrity appearances and VIP activities. The event was hosted at Taipei 101, a symbol of prestige and visibility in the heart of the city.
Key Project Achievements:
The project involved two media gathering events followed by a two-day grand opening at Taipei 101, one of Taiwan’s most iconic venues. We celebrated the launch of Cafe Lugo, Teenie Weenie, and WHO.A.U. with a series of high-profile celebrity appearances. On Day 1, Super Junior’s Leeteuk and Donghae attended, followed by Super Junior’s Zhou Mi and f(x)’s Amber and Victoria on Day 2. The event spanned three days and garnered extensive media coverage from both national and top-tier outlets.
The integration of these celebrities with the brands played a crucial role in generating buzz and making the market entry memorable. Media attention was significant, with national platforms broadcasting the event, which gave the E-Land Group a strong foothold in Taiwan’s fashion and lifestyle sectors.
The launch event resulted in national media coverage across television and online platforms, positioning the E-Land Group as a prominent player in Taiwan’s competitive retail market. The successful execution of the event, despite the demanding conditions, showcased our ability to handle complex logistics, manage high-profile brand launches, and integrate key media and celebrity engagement into a unified strategy.
Challenges and solutions:
The timeline for this project was extremely compressed, with only 9.5 working days—including two weekends—to execute a large-scale, multi-brand launch event, presented a significant challenge. Coordinating multiple stakeholders, managing international logistics, and aligning celebrity schedules with event timings required constant communication and rapid decision-making. This was particularly challenging given the large-scale launch for three brands at Taipei 101, which included two days of celebrity events.
Despite the intense pressure and long hours (every night till 0:00am, including one 4:00 AM finish), the team delivered outstanding results, achieving national media coverage across all platforms. While the success was significant, the intense pressure and an unrealistic demanding timeline took a toll on the team's well-being.
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