The Yellow Pages Group has launched the first phase of what will become a multi-platform campaign with creative from Leo Burnett Toronto and media by Starcom MediaVest Group, aimed at making consumers and business owners alike aware of its mobile-friendly tools.

Dom Caruso, president and COO, Leo Burnett Toronto, says the “Meet the New Neighbourhood” campaign launched on Monday with a 60-second TV spot aimed at introducing consumers and business owners to the brand’s mobile focus, which it has been working on behind the scenes for some time now. The 60-second spot will run until Oct. 14, with a second 30-second ad launching for the last half of the month which will focus more on small business owners.

“Right now we are at the stage of the master brand idea, which is targeting consumers and small business owners,” he says.

The launch of the campaign, which is the first to communicate the brand’s mobile side, is being promoted with a big English and French TV buy, ranging from daytime shows like Katie on Citytv to NFL games on RDS and primetime shows across the specialty and cable networks.

“We launched with TV because we needed to do something that would have quick and broad reach,” he says. “We are really excited about Yellow Pages taking this first step, communicating something that has been taking shape for a long time at the company. It will be a full multi-platform media campaign, but first we needed to establish what the new platform was. Other pieces will be rolling out in the future, but we can’t yet say when.”

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