Yellow Pages in 6m capital blitz

Yellow Pages is launching a 6m marketing onslaught on London with a liveried Underground train. The campaign will include television and radio sponsorship.

The train will run on the Circle Line for the next year, starting from High Street Kensington station on Thursday. The directory has also taken every panel inside the train.

Yellow Pages marketing communications controller Alan Doyle says: “The train design follows the theme of Yellow Pages advertisements – they are warm and cuddly.”

The campaign includes 2 million branded bus tickets, Underground posters as well as a sponsored travel update on Carlton TV and a twice-hourly listings slot on LBC News Direct. Bus rears and sides have been carrying the advertisements since January 5.

“We want to be associated with wherever people are travelling in London,” says Doyle.

The advertisements have been created by Abbott Mead Vickers. BBDO, with media planning by New PHD and buying through Underground and bus contractors TDI. TDI estimates that 16,000 people will see the tube train every day.

The capital is Yellow Pages’ prime market, accounting for 20 per cent of income. Last year the directory spent 25m on marketing nationwide.

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