This year’s Chinese New Year is highly anticipated as many weren’t able to celebrate with family and loved ones last year due to pandemic restrictions.
With that in mind, Yee Lee hopes to bring back the festivities of CNY through its collaboration with local Chinese radio station 988 for its annual Lunar New Year project, 988 Hoolala Good Year campaign.
Continuing its 2021 tagline, The Treasure Of Family, Yee Lee Corporation head of corporate branding Dominic Poh says the message is even more relevant to our current condition.
“After two years of lockdown, the pandemic has taught us to treasure our family, cherish our loved ones, and appreciate the festive season.
“All of us are someone’s treasure, you may be a treasure to your parents, your spouse, your children, etc.
“Just like how all our brands are treasures of Yee Lee,” Poh said.
This year marks the third time Yee Lee is collaborating with 988 as its strategic partner as the station is able to deliver unique ideas.“ We want more than just radio spots or product placements and 988 was able to deliver,” he reasoned. Yee Lee and 988’s partnership this year has resulted in a radio drama titled The Treasure Of Family – The Missing New Year.