Yell.com - End of the Yellow Pages

Propellernet

Campaign management and outreach.

Raise awareness of the Yellow Pages digital transition to a fully online business, Yell.com.

With almost one billion copies printed during its 53-year run, the final copies of the Yellow Pages were being delivered nationwide.

The first printed edition of the Yellow Pages launched in Brighton in 1966. We decided to bring the Yellow Pages home for its final ever delivery and enlisted the support of actor James Nesbitt - the star of some of the Yellow Pages most famous adverts - to deliver final edition copies to the brand’s longest ever small business advertisers.

Coverage kicked off with an exclusive with The One Show, which produced a seven-minute film about the brand’s story, with James Nesbitt appearing on the sofa, while on Good Morning Britain, presenter Ben Shephard told of how he got his first PR job thanks to the Yellow Pages, and the Lorraine show opened with news of the final edition.

ITV News filmed the broadcast exclusive of the Brighton activation, which was then syndicated to the entire ITV network nationally. Then, the print exclusive landed on page three of the Daily Mail (and online) – which was picked up in the ‘Papers’ sections of BBC World News, BBC News 24, Sky News and Sky Sunrise.

An interview with Yell.com’s Head of PR Sarah O’Rafferty, appeared on BBC Radio 5 Live, which was syndicated across the BBC radio network. The campaign was also featured in The Metro, The Express, The Huffington Post, The People, The Daily Star, MSN, House Beautiful, Yours and The Argus (amongst others).