Press Release
AT&T'S YELLOWPAGES.COM LAUNCHES 2007 NATIONAL ADVERTISING CAMPAIGN
PASADENA, Calif., | Monday, February 19, 2007
—
YELLOWPAGES.COM (www.yellowpages.com), a subsidiary of AT&T Inc. (NYSE: T), today announced the kick-off of its multi-million dollar 2007 national advertising campaign, positioning the site as the online authority for local information.
The campaign will use a mix of early morning and late night network TV spots, high-profile cable TV spots and online placements to increase brand awareness and drive consumer usage of YELLOWPAGES.COM.
The campaign conveys a central theme-"Need something?"-by using situational comedy to illustrate how YELLOWPAGES.COM provides its users with the products and services they need to get things done in their daily lives. In each ad, a humorous set-up shows someone conducting a task in an offbeat, unexpected way-such as jogging up an office building escalator for exercise. The phrase "Need something?" appears and positions a search on YELLOWPAGES.COM as the solution-e.g., a search for "health clubs." Ads end with the tagline, "We wrote the book on local search."
Additionally, nearly 75 percent of YELLOWPAGES.COM users are likely to recommend the site to others, according to the research.
"Our 2007 ad campaign will continue to cleverly communicate that YELLOWPAGES.COM is the logical place for people to go to find what need locally. We saw terrific success with that approach last year, including tremendous growth in site and mobile application usage," said Matt Crowley, Chief Marketing Officer for YELLOWPAGES.COM. "By developing an ad campaign that builds brand awareness and drives search activity, we expose Web users to a valuable resource and offer our advertisers greater value by giving them increased exposure to consumers."
The ads were created by Austin, Texas-based GSD&M, which YELLOWPAGES.COM selected as its advertising agency of record for both creative and media in August 2005.
The YELLOWPAGES.COM Network received approximately 1 billion searches in 2006.
YELLOWPAGES.COM has updated its search platform for optimal mobile viewing of maps and information for users who type the YELLOWPAGES.COM URL directly into their wireless Web browser or select YELLOWPAGES.COM from the list of Directories & Maps available to AT&T wireless subscribers. YELLOWPAGES.COM recently launched a "Send to Mobile" site feature that allows consumers to text message search results from their PC directly to their mobile handsets.
The YELLOWPAGES.COM Network received more than one billion searches in 2006.
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