Colleagues embarks on major Inserts Project for Yellow Pages - 30 June 2001
Colleagues Direct Marketing, which recently underwent a management buy out from the Moore Group, has been appointed by Yell, formerly the Yellow Pages Group, to handle all booking and production of loose inserts across all of Yellow Pages directories.. This new initiative will launch in the Manchester Central directory in August of this year.This is the first time that the Yellow Pages directory has included inserts. Each directory will hold six inserts, single or double sided, and offer advertisers the opportunity to promote their brand values, seasonal promotions or detailed pricing information. Over a 12 month period, advertisers will be able to target campaigns at specific regions by choosing from the 78 Yellow Pages directories that cover the UK. An insert campaign will be available for Yell’s business to business directories in 2002.
The Yellow Pages directory will be delivered in bags to ensure that the directory arrives in perfect condition with the new loose inserts.
John Condron, CEO of Yell, comments:
" Yellow Pages has been bringing buyers and sellers together for the last thirty years. Inserts are a totally new advertising medium for Yellow Pages, and offer the potential of
reaching over 27 million homes and businesses in the UK.
Ann Gardiner, Media Director at Colleagues, comments:
"Colleagues is delighted to be assisting a high profile client like Yell. Using inserts in the Yellow Pages directories is new territory for Yell and will offer regional advertisers an opportunity to directly target potential customers."
