Yell launches new sponsorship campaign - 23 October 2001
Yell has launched a new creative campaign with London Underground this month, carrying on three years of successful sponsorship. The new creative, found on London Underground’s station maps and pocket maps, promotes three of the company’s brands: Yellow Pages, Talking Pages and Yell.com with the strapline ‘Three ways to track down what you want’. It also features the three distinctive brand logos.The new creative, designed by Abbott Mead Vickers, takes its lead from the latest television campaign, which brings the three Yell brands to the forefront of consumers’ minds. The new sponsorship campaign will cover at least 2,600 station maps and seven million Pocket Journey planners a year.
John Condron, chief executive of Yell, said: “We have developed a strong working relationship with London Underground since the launch of the sponsored Yellow Pages tube train in 1998. Providing solutions to customer searches is at the heart of our business. This objective is strongly reflected by our sponsorship of London Underground’s maps and journey planners, both of which provide an instant solution to travellers’ queries. We’re delighted to build upon our London Underground presence with this new integrated campaign.”
Richard Parry, marketing director revenue, London Underground said: “We are very pleased to continue sponsorship activity with Yell. Over the last three years Yell and London Underground have identified areas of real synergy and as a result, our creative campaigns have reached approximately three million travellers a day.”
