YPG Promoting the Mobile Experience

Gail Chiasson, North American Editor

In conjunction with launching a new brand image and expanded web and mobile experiences, Canada’s Yellow Pages Group has launched a new advertising campaign touting the advantages of using www.yellowpages.ca and its mobile app.

Three amusing YellowPages.ca commercials, also seen on the Web, promote the use of new capabilities and functionalities on its highly popular mobile applications for the Apple iPhone, Blackberry and Google Android smart phones. The Montreal-based company is also introducing Ratings and Reviews, restaurant profiles as well as online coupons on its flagship property YellowPages.ca.

Over the last two months, the Company acquired Restaurantica.com, one of Canada’s largest and fastest growing restaurant and dining communities; and RedFlagDeals.com, which provides online promotions, coupons and shopping tools to Canadians. During that period, YPG also rolled out, nationally, a powerful suite of search engine marketing and search engine optimization solutions for advertisers wanting to be found by customers across all search engines.

Also, with a new logo, YPG launched a new brand identity reflecting its evolution into a performance media and marketing solutions company.

“Our new branding reflects an important shift in the way we are doing business, in what we are offering to consumers and in the way we partner with advertisers,” says Marc P. Tellier, president and CEO of Yellow Pages Group. “We now offer a vastly expanded selection of products and services that put businesses right in front of consumers as they are looking to buy. The message it sends is that YPG is multi-platform: we’re online, we’re mobile and we are still the leading and most widely used print directory in the country.”

Stéphane Marceau, YPG’s chief marketing officer, says, “The new YPG logo positions us as resolutely modern, innovative, and digital. While significant changes have been made, we kept our most important assets building on over 100 years of vested brand equity; our famous yellow colour is bolder and our trademarked Walking Fingers – one of the most recognized icons worldwide – continues to be at the heart of our identity.

“The ad campaign is young, it’s funny and it underlines how our mobile and web platforms are central to the future of YPG. We are Canada’s media leader in terms of online and mobile reach, number of online advertisers and Internet revenues.”

The new brand identity and campaign were conceived ad agencies TAXI 2 and TAXI Montreal. Media planning and buying was by PHD/Touché, Montreal.

YPG is held by Yellow Media Inc. who owns and operates some of Canada’s leading properties and publications including Yellow Pages directories, YellowPages.ca, Canada411.ca, AutoTrader.ca, LesPAC.com, and RedFlagDeals.com.

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