Yellow Pages HK takes 'world class' stance

HONG KONG: Yellow Pages (YP) has unveiled a new brand campaign pitched at advertisers, showcasing its 28 million search references each year.

The brand campaign will lead into the directory's main advertising drive this year, which is expected to break in the coming months, with a total budget of around HK$20 million (US$2.6 million).

According to PCCW Directories' marketing manager Stella Yang, the push aims to lift awareness that Yellow Pages has matured into a multimedia platform offering a number of value-added services and information for both advertisers and consumers.

"As a result of continued efforts to streamline our product and service offerings, we felt it was the right timing for a campaign to reinforce the message that YP is a world-class brand," she said.

Spearheaded by print activations, the push is supported by OOH (bus body and bus shelter), and radio. Crimson Advertising handled the creative for the campaign, with Maxus handling media planning and buying.