Katy Perry Fragrance Launch

The Client

Katy Perry


December 2012

The Project

The launch for Katy Perry’s new fragrance ‘Purr’ was scheduled to happen in the heritage listed Mural Hall inside the newly renovated Myer Melbourne store. 500 lucky fans who pre-purchased the fragrance were given the chance to get up close and personal with Katy. 100 extra-lucky ones also had the opportunity to have a photo with the star. Nothing happens on a small scale with Katy Perry and this event was no different. With 26.5 million Facebook fans and 6.5 million Twitter followers, it’s no surprise that Katy’s arrival outside the Myer store in the Bourke St Mall was an event in itself. Expecting anywhere between 2,000 and 6,000 fans at the arrival alone, the event promoters employed Cuckoo Creative to manage the arrival event in the mall. We were responsible for public safety, risk management, infrastructure, event scheduling, security, public transport diversions, first aid and the list goes on. On a beautiful day, about 3,500 fans turned up for a glimpse at the superstar. Our team were ready and the event went without a hitch. Once inside Mural Hall the VIP group of fans were treated to a two hour ‘money can’t buy’ experience with Katy before she rushed off to continue with other commitments. Public events are one of our strong suits. Our experience and processes ensure a safe and fun environment for all.

The Interesting Bit

Besides dramatically carrying Katy Perry through a heaving crowd for her own safety, the best part of this project was successfully dealing with crowd safety. And, when you’re dealing with Katy Perry, everything needs to go smoother than smooth. From ensuring the arrival event plan was water-tight through to establishing a risk and hazard assessment and completely nailing the VIP suite, there were high-fives all around for the team.

The Results

Zero incidents to report + happy customers = success!