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.

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.

“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.