Last month, we shared news that Canada’s Yellow Pages Group (YPG) said it was planning a digital makeover. This morning, the company came through on its promise, introducing a new logo and a new advertising campaign designed to showcase the company’s “evolution into a performance media and marketing solutions company.”
In a news release, YPG president and CEO Marc P. Tellier said, “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. 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.”
As part of its announcement, YPG launched new capabilities and functionalities on its mobile applications for iPhone, BlackBerry, and Google Android. The company also introduced new ratings and reviews, restaurant profiles, and online coupons to its popular YellowPages.ca Internet directory.
Since the beginning of the year, YPG has been making a major digital push, acquiring Web sites including 411.ca (an online directory) and RedFlagsDeals.com (an online discount/coupon site), as well as launching its own search engine marketing offering.
Today’s announcement is the latest in a string of rebrandings for major Yellow Pages companies to reflect their growing digital offerings. Since the beginning of the year, Idearc changed its name to SuperMedia, R.H. Donnelley became Dex One Corp., and other publishers including The Berry Company have transformed their business models.
We look forward to seeing how YPG continues to expand its digital influence as part of an integrated approach dedicated to providing businesses with the ability to reach consumers on various media platforms.
Below is one of the three new commercials included in YPG’s marketing campaign.