• May 6, 2008

Yellow Book has rebranded as Yellowbook, and the print and online local search service has launched "Say Yellow to the Future," a multi-channel marketing campaign to support the effort. New York-based Gotham, Inc. is the creative agency behind the campaign.

Yellowbook has redesigned its logo--which depicted two fingers "walking" through the print yellow page listings--as fingers that could be walking, pointing or clicking on information. The company's media plan has been expanded to include display ads, and new commercials will air on broadcast and cable TV, including a spot featuring former Miss Mexico World Blanca Soto. The ads will direct searchers to a newly streamlined Yellowbook.com local search hub.

"The TV executions are fairly simple storylines, but the subtext of the spots is that Yellowbook will not only help you find a local business, but a higher order emotional benefit like self-confidence or a fresh start," said Michael Jordan, creative director for Gotham, Inc.

--Tameka Kee