The campaign, ’”Yell and you’ll find,” is the first time the Yell brand itself has been used to front a marketing campaign.
The directories company has launched a number of products in the last year which the campaign hopes to highlight, including iPhone and iPad apps, business videos and 3D maps.
Helen Stevenson, chief marketing officer at Yell UK says the campaign aims to ensure consumers “fully appreciate” what the Yell brand is.
She adds: “The internet and technology are transforming the ways in which businesses and consumers find each other.”
“The way consumers search for a plumber, a builder or a mechanic today is very different from the way they did in 1966 when we launched our printed Yellow Pages directories,” she adds.
This latest move sees Yell try to regain some of its share of the directories market as consumers look to search and map services like Google for local business information.
Created by Rapier, the integrated campaign launches on Monday with outdoor, local and national press, radio and media at rail and underground stations.
It follows Yell’s push of its B2B services to SME advertisers, showcasing its suite of business products.
Last October the company launched a series of microsites with the aim of integrating consumer advice and information with its local business search products.