[February 19, 2015] |
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YP to "Make Every Day Local" with Documentaries Highlighting Celeb Hometowns and Favorite Businesses
YP, a leading local marketing solutions provider, is bringing local to
the forefront with the debut of a new marketing campaign featuring
celebrities in documentary style spots talking about their favorite
hometown businesses. The "Make Every Day LocalSM" campaign,
which launches today with makeeverydaylocal.com
microsite, is part of YP's ongoing efforts to celebrate local business
and showcase YP's ability to connect consumers to neighborhood
businesses that help people every day.
"Make Every Day Local" follows a two year brand awareness campaign as
part of a rebranding effort following YP's spinoff from AT&T. This
campaign is different in that the content will be driven entirely by
social media channels like Facebook, Twitter and YouTube (News - Alert). It will also
feature influential local bloggers and user generated content about
favorite businesses and include local VIP meetups where consumers can
gain access to exclusive experiences with various local businesses.
The celebrity videos feature news anchors and reality stars Giuliana and
Bill Rancic (Chicago), ESPN (News - Alert) anchor Hannah Storm (NYC), and country music
artist Jake Owen (Nashville). They are being executive produced by
barrettSF and directed by Christian Sorensen Hansen of Society, who has
also shot acclaimed work for Audi, Travel Oregon, and Boston Scientific.
The celebrity influencers were chosen because of their appeal to the YP
"doer" audience, which show interest in sports, entertainment, music and
food.
Each month, YP will release one new celebrity video on the makeeverydaylocal.com
microsite, highlighting the erson's favorite local businesses. Monthly
content will also include a mybookSM featured collection that
complements the video and will live on yp.com, accompanying hundreds of
existing mybook collections that feature a variety of businesses,
including restaurants, home improvement and beauty shops.
The Rancics' local video story will be the first to appear on
makeeverydaylocal.com. Bill Rancic, businessman and author, says "I
think Chicago is great because of the people. Although it's a big city,
you feel like you're in a small town. When you walk down the street,
people say hello to you - there's always someone ready, willing and able
to provide directions or advice, where to go eat or what to do."
Another facet of YP's "Make Every Day Local" campaign is the further
development of locally-sourced editorial content through relationships
with additional local influencers. The first group of bloggers are
well-known foodies, including Lena Katz (New York), Tammy La (LA), Amy
Sherman (San Francisco), Erica Key (Atlanta) and Kristin Luna
(Nashville). Other influencers in home improvement and other local
business categories will be added later this year.
"YP is passionate about helping businesses connect with consumers. The
Make Every Day Local campaign is a reflection of what we are committed
to day in, and day out," says Allison Checchi, CMO of YP. "We believe
this campaign will resonate with locals in a way that inspires them to
share their local love stories and images."
Finally, as part of the Make Every Day Local campaign, YP will host
monthly VIP meet-ups that celebrate and showcase unique small
businesses. The first will kick off in Atlanta, with NY and LA to
follow. These are one-of-a-kind exclusive experiences with a local
business such as a chef's table experience, meet the tailor at a local
retailer, or extended shopping hours at distinctive stores.
The non-traditional marketing campaign, designed to encourage organic
discovery, will be driven by social engagement on YouTube (youtube.com/yp),
Facebook (News - Alert) (facebook.com/yp), and Twitter (@yp) with the hashtag
#makeeverydaylocal. YP is teaming up with Insightpool, to help reach out
to local social influencers to support the promotion of the videos and
content, in addition to promoting the series on YP.com.
About YP
YP is a leading local marketing solutions provider in the U.S. dedicated
to helping local businesses and communities grow. YP's flagship consumer
brands include the popular YPSM app and YP.com, which are
used by 80 million visitors each month in the U.S. (Internal Data,
September 2014). YP solutions include online presence, local search,
display advertising and direct marketing. YP solutions and services are
backed by thousands of media consultants and customer service
professionals in local markets across the U.S. with relationships
spanning more than half a million advertisers. For more information on
YP, visit us at http://corporate.yp.com.
Follow us on Facebook: http://www.facebook.com/YP
and on Twitter (News - Alert): @YP.
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