Through their outstanding performance as the PR Lead for the pre-release campaign of the latest song of Global C-Pop Artist Tia Lee (Lee Yu Fen), Goodbye Princess, the communications agency earned prestige in the “Best Video Story-Telling” Category.
HONG KONG SAR – Media OutReach – 15 June 2023 – Greater China-based leading communications agency Creative Consulting Group (CCG), part of global communications agency Redhill, claimed the Best Video Story-Telling Bronze Award today at the PR Awards Asia-Pacific 2023 Dinner & Awards Presentation, taking place at the St. Regis Hotel in Wan Chai. This award gave recognition to CCG for their outstanding performance in being the PR lead and producer for the pre-release campaign of Goodbye Princess, global fashion icon, C-pop singer, film and television actress — Tia Lee’s (Lee Yu Fen) latest hit song that broke records.
CCG Team claimed the Best Video Story-Telling Bronze Award
It was the communication agency’s first time working on a singer’s pre-release, one that faced the pressure of a tight timeline of 3 months, needed to create enough buzz for the media to pick up on the campaign, and sought the amplification of Tia’s message of women empowerment. The CCG team took on this challenge by putting together a production team consisting of award-winning professionals, to plan and execute a 6-episode long animation series that placed Tia Lee as the main character, a metaphor for different aspects of her career in the entertainment industry.
Tia Lee Goodbye Princess Pre-Release Animation Campaign
“We are honored to be recognized for our hard work in this prestigious award, as we always strive to leverage on the power of effective storytelling in every PR campaign” said Belinda Chan, CCG’s Founder. “It was a delight to work with Tia Lee and her team, and a large part of this pre-release campaign’s success was due to Tia Lee’s artistic talent, as well as her team’s exceptional management and communication.”
In addition to putting together the animation series, the CCG team was also responsible for the preparation, strategy, and execution of marketing materials. An innovative Instagram marketing approach was employed where all of Tia Lee’s 138 Instagram posts were deleted a few days before the launch of Goodbye Princess, replacing them with 6 all-back posts appearing as a blue line striking through the middle in a six-square grid. This strategy was effective in generating hype and noise online, and raised many questions among fans. Three days before the release of the first episode, a series of 3 posts each day showing the gradual visual of a woman falling deeper into the ocean was shown alongside a numbered countdown.
CCG Team claimed the Best Video Story-Telling Bronze Award
“We needed a powerful, bold, detailed oriented and global approach to reach our target audience,” said Thriving Influence Limited. “Tia Lee is an incredible artist with a strong vision for women empowerment, and we are glad to have worked with CCG to create a campaign with such a wide reach and long-lasting impact.”
The result of Goodbye Princess’ pre-release campaign achieved a record-breaking success, with the official music video of Goodbye Princess earning 100 million views within 20 days of release. Each animation episode achieved an average number of over 1 million views on Instagram and over 5.5 million views on YouTube. In addition, a total of 2,400 news reports were obtained, including from United States media Variety and Billboard, United Kingdom media tmrw, Australia media 9Honey, Hong Kong Media HK01 and SCMP, and Taiwan media TVBs, Mirror, and ETtoday. Tia Lee also ended up as the featured magazine cover for Vogue magazine and Rollacoaster, as well being invited to join London Fashion week.
A series of 3 posts each day showing the gradual visual of a woman falling deeper into the ocean was shown alongside a numbered countdown.
Please download hi-res photos via below link﹕
https://drive.google.com/drive/u/0/folders/1yywgkmW_oXk3DAe1Z2jRcqAPtZu2S14a
Hashtag: #CreativeConsultingGroup
The issuer is solely responsible for the content of this announcement.
Creative Consulting Group
Creative Consulting Group (CCG) is a one-stop professional and creative public relations solutions service provider across branding, business writing, events, and multimedia production.
Based in the epicentre of Asia Pacific, they specialise in strategic integrated communications for businesses in Hong Kong and for regional corporations looking to amplify their presence throughout the Greater China.
With over 20 years of experience, CCG’s team has become a leading communications agency, delivering brand stories through personalised PR, unforgettable events, and social media solutions. They proudly represent their long-term clients with over 50% of them entrusting their services for 6 years and going.
Redhill Communications
Redhill is a responsive, agile and full-service PR and communications firm. They provide strategic counsel for public relations, digital narratives, crisis management, internal communications and branding across industries and sectors. Driven by a team of passionate communications specialists, they craft campaigns that build a brand’s reputation and market share.
Headquartered in Singapore and embedded in Southeast Asia, with a reach that extends to Northern Asia, Middle East, Europe and the US, Redhill’s close-knit, multi-national team of communications specialists and public relations consultants work to support clients across the globe.
Redhill is recognised as one of Singapore’s Fastest Growing Companies for two consecutive years (2021 and 2022) by the 
Straits Times, Financial Times‘ top 500 Asia-Pacific High-Growth Companies (2021) and the first public relations agency to be recognised in the Enterprise 50 Awards (2020).
Services
STAKEHOLDER ENGAGEMENT
Stakeholder mapping, analysis, engagement and communication needs to be detailed to avoid business losses or even worse, a crisis. How can you do this effectively to prevent failure? ...
BUSINESS INTELLIGENCE
Data-driven business decisions have never been as crucial, especially in this era. MGBF leverages off, technology, experience and market presence to aid businesses in making accurate decisions. ...
GOVERNMENT RELATIONS
MGBF provides comprehensive strategic advice and results-focused solutions to solve clients' problems in business-government relations so they can focus on their core business. ...
BUSINESS & BROADER MARKET ACCESS
A critical business challenge is meeting the right decision-makers and potential buyers through the best channel and platform. How will you improve your business competency? ...
Upcoming Events
‘A WORKING LUNCH WITH NORDIN’: NATIONWIDE TOUR WITH TOYOTA
MGBF founding chairman Nordin Abdullah and UMW Toyota president Datuk Ravindran K. will delve into the convergence of automotive innovation and environmental sustainability in Penang, Sarawak, Johor and Pahang.
MGBF Roundtable: Digitalisation of the Food and Beverage Industry
Hosted by menumiz™ – an end-to-end restaurant management system – this roundtable will feature a case study presentation and a panel session to discuss the latest digital trends, challenges, and opportunities within the food and beverage sector.
THE SOUTH CHINA SEA: A THREAT OF DISRUPTION FOR BUSINESS?
In this episode of 'A Working Lunch with Nordin', MGBF's founding chairman, Nordin Abdullah, will host this discussion focusing on the biggest threats and opportunities for businesses as we look to manage change in the South China Sea.
FOOD SECURITY IN THE BREACH: INDUSTRIALISATION AND WEAPONISATION
This MGBF Roundtable will focus on regional food security issues and trends in the regional supply chain, and trade regulations and policies, including a new geopolitical tool i.e., weaponisation of supply chains.
MGBF In The News
Planet QEOS, KIS BlOCNG San Bhd, and the Sarawak Land Consolidation and Rehabilitation Authority (SALCRA) have officially signed a tripartite memorandum of understanding (MoU) to establish a collaborative framework aimed at producing bio-hydrogen via the Steam Biomethane Reforming (SBMR) Process. The MoU was signed by Planet QEOS executive chairman Dino […]
Planet QEOS and China Machinery Engineering Corporation (CMEC) are interested in investing RM10 billion to co-develop advanced Megawatt peak (MWp) agrovoltaic in Baram, to further boost Sarawak’s green energy initiative and food security. Sarawak Premier Datuk Patinggi Tan Sri Abang Johari Tun Openg was briefed on Friday by both the […]
Last week SPM results came out, 373,974 aspirants who have been waiting patiently over the last few months would now know their fate. Some 10,109 have received all A’s, the golden standard of academic success and the ticket to those looking to study the “more advanced” subjects in university. Proudly, […]
The classic knee-jerk reaction is to say, fire the coach, change the leadership of associations, and reduce the funding till they start performing better. This kind of negative reinforcement may work for kindergarten children, but we are dealing with high-performance adults – individuals much further along in their psychological and […]
Since its earliest tea plantations in 1929, Cameron Highlands has grown to become a key player in the agricultural landscape of Malaysia, producing 40 per cent of all vegetables grown. Despite Malaysia shifting its economic focus away from agriculture, the industry remains imperative for food security and the livelihoods of […]
Although at first glance the travel industry and the agricultural sector appear to have nothing in common, they actually share more than meets the eye. The economic benefits of tourism to the agricultural sector can be multiplied several times over. “Tourism brings the end consumers closer to the source, which […]
The Malaysia Global Business Forum (MGBF) recently held a high-level roundtable themed ‘Designing the Future of the Digital Economy’, attended by industry leaders and business associations. The guest of honour was Yang Berhormat Syerleena Abdul Rashid, the Member of Parliament (MP) for Bukit Bendera in Penang. The MP’s Special Session […]
The Malaysia Global Business Forum (MGBF) will be hosting a roundtable on ‘Designing the Future of the Digital Economy’ on 23 February 2023. It is the culmination of the first three MGBF Exclusive Roundtable Series titled ‘The Evolving Threat Matrix in the Digital Economy’ held throughout 2022. According to the […]
The Founding Chairman of the Malaysia Global Business Forum (MGBF), Nordin Abdullah, today spoke on Bernama TV’s leading English talk show, The Brief, hosted by Jessy Chahal, on the topic of a stable political reality and what that means for the Malaysian economy. Nordin said, “The first thing that it […]
More than 1,100 years ago, Muhammad ibn Musa al-Khwarizmi was developing the mathematical formulas that we know today as algorithms which now have become so intertwined with the business fortunes of global media giants and the very fabric of geopolitics. A series of recent high level international reports have revealed […]
KSK Land has been recognised by the Malaysia Global Business Forum (MGBF) for its role in attracting high net-worth individuals to Malaysia post-pandemic. The first challenge in investor attraction is “selling” the country. In the context of Asia, Malaysia is competing with some very established investment destinations. The second […]
Malaysia, in particular Kuala Lumpur, continues to position itself as a regional centre to do business, educate a family and enjoy a global lifestyle. One company, KSK Land, has taken the lead in positioning itself and the city of Kuala Lumpur as a property investment destination for the global citizen […]
The upcoming budget represents an opportunity to build resilience in the critical sectors that will form the backbone of the country’s future-facing economic ambitions. This however needs to be achieved in the context of managing the community sectors most impacted by COVID-19 over the past two years. The Keluarga Malaysia (Malaysian Family) […]
KUALA LUMPUR, 6 July 2022 – As the global economy continues to deal with unprecedented levels of disruption caused by the pandemic and the conflict between Russia and Ukraine, the convergence of energy security and food security issues has become a front-of-mind issue faced by policy makers and consumers alike. […]
KUALA LUMPUR, 23 June 2022 — Malaysia Global Business Forum (MGBF) ties up with scoutAsia to ensure that businesses are equipped with deeper regional insights. The past two years has seen a massive shift in the way businesses are conducted with digitisation, digitalisation and automation continuously being adopted to improve […]
KUALA LUMPUR, 25 May 2022 – The Malaysia Global Business Forum (MGBF)’s exclusive roundtable on ‘Security Concerns in Critical Value Chains’ was held in a hybrid setting yesterday at the Eastin Hotel Kuala Lumpur. The guest of honour was Yang Berbahagia Tan Sri Dato’ Seri Rafidah Aziz, former minister of […]
