Yellow Pages focuses on the ‘digital’ neighbourhood in new campaign

Yellow Pages is inviting consumers to “meet the new neighbourhood” in a new brand spot, the first effort from agency of record Leo Burnett, since taking over the account from Taxi in May. A 60-second TV commercial entitled “Local Lights” shows scenes from neighbourhood businesses, such as a coffee shop, shoe store and bakery, interspersed with […]

Yellow Pages is inviting consumers to “meet the new neighbourhood” in a new brand spot, the first effort from agency of record Leo Burnett, since taking over the account from Taxi in May.

A 60-second TV commercial entitled “Local Lights” shows scenes from neighbourhood businesses, such as a coffee shop, shoe store and bakery, interspersed with people connecting to the Yellow Pages on their phones and tablets. The idea is to convey Yellow Pages’ role in fuelling a rebirth of local neighbourhoods by connecting people and businesses in new ways.

“Yellow Pages has always been about neighbourhoods,” said Judy John, CEO and chief creative officer at Leo Burnett in Toronto. The campaign is about “getting people to recognize they are still about the neighbourhood, but it’s the new neighbourhood, meaning digital access, including the digital app and online platform.” And with the “eat local, shop local” movement gaining steam, “it’s perfect timing,” added John.

The spot is running in English and French, and John said additional campaign elements are rolling out soon.

The latest effort by Yellow Pages Group builds on a rebranding strategy it launched in 2010. A marketing campaign promoted the brand’s digital capabilities and showed it’s about more than old-fashioned print directories.

Montreal-based Yellow Pages Group is held by Yellow Media, which owns and operates properties including Yellow Pages directories, Canada411.ca and RedFlagDeals.com.

Advertising Articles

MDC releases Q2 results, on track for record revenue highs

CEO Miles Nadal says company is in prime position for continued growth

Watch This: Moment Factory lights up Parc de la Gorge

Turning a park into a glowing, immersive, multimedia experience to convince hikers to stay the night

Social Scanner: Social gets serious about shopping

Three big social networks make moves in ecommerce, plus Vine gains traction and Target partners with popular YouTubers

Engagement Labs acquires Entrinsic

Engagement Labs has scooped up another analytics provider, Toronto's Entrinsic

Vancouver homeless campaign generates buzz worldwide

Convertible bus benches seen as antidote to anti-homeless doorway spikes

Linkedin buys ad targeting and measurement firm Bizo

$175 million deal further enhances Linkedin's B2B marketing offerings

H+K unites Americas region

Mike Coates takes helm as president and CEO as Canadian, U.S. and Latin American operations unite

Canola growers gear up for Food Day Canada

Twitter party will showcase Canadian food and farmers

No gamble with content at SXSWV2V (Column)

Martin Waxman shares insights from memorable sessions at the upstart festival