Yellow Pages Group breaks closed-captioning campaign
The Montreal-based Yellow Pages Group has begun closed-captioning sponsorship campaign to promote its YellowPages.ca website. The 10-second ads use the themes of the television shows to which they are attached to illustrate the speed and relevance of using the site to make buying decisions. Three English ads have been created, the first of which is called “Generic.” Another ad, called “Star,” is attached to Entertainment Tonight among other shows. The third ad, called “Audition,” is attached to American Idol. French versions of these ads have also been created, attached to the programs Ma Maison Rona and Flash, among others. The campaign uses the tagline “Find it fast. www.YellowPages.ca.” Two 30-second radio commercials, in English and French versions, are supporting the television ads in Montreal, Ottawa, Toronto, Calgary and Vancouver. Out-of-home advertising is also in use in Montreal, Toronto and Vancouver. The campaign was created by Cossette Communication-Marketing.