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YP to Target On-the-Go Travelers with Grand Central Terminal Ads

As YP continues to revitalize its brand with more of a digitally focused message, the company is planning to use a traditional outlet to communicate this message during Advertising Week.  Ads promoting the “YP Can Do That” campaign will cover the Grand Central Terminal in New York City through Oct. 14 in what the company is calling “station-domination.”

The campaign looks to reach the many on-the-go consumers that come through the terminal on a daily basis. In addition, given the influx of key marketing professionals in New York City for Advertising week, the company saw the campaign as a unique way to remind them about YP.

The new brand messaging parallels with the impact the mobile device has had on the local search site.  During a recent talk, Luke Edson, vice president of national markets at YP, revealed that the company brings in $400M in mobile related revenue and is the #26 ranked mobile web domain. Furthermore, about half of all YP search traffic is mobile.

YP’s websites, where users find and connect with local businesses, received 57.6 million unique visitors in July. Despite this tremendous digital user base, the company leverages their legacy in the directory business to reinforce its standing as the bridge between consumers and local businesses.

“We can’t abandon the basis of people that know us and trust us,” Allison Checchi, chief marketing officer at YP, said. “We do reference the Yellow Pages in some of our messaging as part of the heritage and legacy.”

Outside of the Grand Central Terminal Ads, YP has plans to invest in video ads for both TV and online in hopes of attracting new audiences.

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