Yellowbook promotes brand as search tool for small businesses

UNIONDALE, NY: Yellowbook launched a "Yellowbook Moments" integrated marketing campaign that helps position it as a utilitarian search product for finding local businesses.

UNIONDALE, NY: Yellowbook launched a “Yellowbook Moments” integrated marketing campaign that helps position it as a utilitarian search product for finding local businesses.

The campaign includes print, Web, and radio advertising elements that depict common search terms in a humorous light. MWW Group is conducting the media outreach portion of the campaign, which is supported by numerous Interpublic Group (IPG) agencies.

While the campaign's ads promote the brand as a tool for finding urgently needed information, the media outreach effort highlights its attention to small businesses, said Bo Park, SVP for corporate reputation at MWW.

“Right now, our focus is on making sure that that Yellowbook is involved in the ongoing dialogue around small businesses,” she said, adding that the recession has driven consumer interest in researching small companies. “The search engine is a great barometer of what is on the minds of consumers these days, so whether it's car repair shops or shoe repair shops, people are getting more things repaired than before.”

A representative of UK-based Yell Group, Yellowbook's parent company, referred calls seeking comment to MWW.

The campaign, which Park said seeks to raise the brand's “top of mind awareness,” launched weeks after Microsoft premiered its Bing search engine. Google, however, still dominates the search marketplace, while Yahoo is the second-most-used search site.

Since the campaign began on June 16, the media relations effort has targeted advertising and consumer trade publications, said Park, who added that it will expand over the next nine months.

The ads, overseen by IPG agencies Gotham Inc. and Ingenuity Media Group, use the tagline “Online, on your mobile, or in the book. The moment you need it…Yellowbook it.”

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