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Yellow Pages Launches New National Advertising Campaign Company targets key markets in promotion of its digital platforms

Montreal (Quebec), May 19, 2015 – Yellow Pages (TSX:Y), a leading digital media and marketing solutions company, is launching its second "Local Market Attack" campaign this week, in four of its main markets across Canada: Montreal, Toronto, Vancouver and Calgary. This multimedia campaign, in its second year, includes visual takeovers in strategic media locations or channels as well as a strong digital component including desktop and mobile advertising

Yellow Pages, whose mission is to encourage the growth of local economies by connecting businesses and consumers, aims to position itself as a reference in local digital search platforms, specifically through its flagship YP mobile application. The goal of the campaign is to expand Yellow Pages’ digital visibility by increasing app downloads and use.

"Yellow Pages continues to transform into a digital company and we’re emphasizing this transformation and countering existing perceptions of the brand through campaigns such as these," said François Ramsay, Senior Vice-President, Corporate Affairs of Yellow Pages. "Our objective with this campaign is to demonstrate the efficiency of the YP app in finding nearby goods and services offered by neighbourhood businesses."

Over 250 different ads per market


To reach target audiences and to demonstrate the rich local content available on its platforms, Yellow Pages has created over 250 different ads adapted to each market. The number and diversity of ads produced, which are sometimes specific to the city, neighbourhood or even the street where they are located, are the direct result of Yellow Pages’ intimate knowledge of neighbourhoods and communities, and the company’s commitment to encourage neighbourhood economies.

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Yellow Pages’ nation-wide campaign will run for 8 weeks, until July 12th. The campaign will dominate in several key neighbourhoods and sites within the different markets including the Berri-UQAM and McGill College metro stations in Montreal, Union and Eglinton stations in Toronto, as well as on the LRT subway cars in Calgary and the SkyTrain in Vancouver, in addition to bus shelters, pillars, and large billboards in all four markets. The digital portion of the campaign will be implemented through web banners (generic and contextual), home page graphics, a dedicated page and target ads for mobile devices.

Over 55% of Yellow Pages’ annual revenues (over $450 million), are derived exclusively from digital products and related services.

 

About Yellow Pages
Yellow Pages (TSX: Y) is a Canadian digital media and marketing solutions company that supports neighbourhood economies by helping local businesses reach new customers and foster stronger relationships with existing clients through its various media and products. Yellow Pages holds some of Canada’s leading local online search properties including YP.caTM, RedFlagDeals.comTM, Canada411.ca and YP nexthome, as well as mobile applications YP, YP Shopwise, YP Dine, RedFlagDeals, and Canada411, as well as the Yellow PagesTM print directories. Yellow Pages is also a leader in national digital advertising through Mediative, a division of Yellow Pages devoted to digital marketing and performance media services for national-scale agencies and customers. For more information, visit www.entreprise.pj.ca.

 

Media Relations:

Fiona Story
Director, Public Relations and Corporate Communications
514-934-2672
fiona.story@yp.ca

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