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YP Shows Off Its Can-Do Attitude

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SOURCE YP

Reinforcing YP's Unique "YP Can Do That" Brand Promise With A Fresh, New Creative Campaign

LOS ANGELES, May 13, 2014 /PRNewswire/ -- As the champion for more than 70 million* monthly action-takers connecting to over 20 million local business listings across the U.S., YP is dedicated to creating useful, innovative products and services – like the newly updated YP(SM) app and the customizable mybook experience – that help people go from doing to done, fast.

And today, YP is excited to kick off the next phase of its long-term re-brand strategy, further reinforcing its "can do" brand promise, with a suite of new broadcast (TV/radio), digital, social, and outdoor creative in key markets across the US. This evolution harnesses continued momentum from the company's successful transformation from YellowPages.com to YP in late 2013, which saw lifts in aided brand awareness as high as 32% and 37% in key markets during the new brand campaign's initial run.*

"We are excited to kick-off the next phase of YP's brand evolution.  This is a meaningful pivot from where we began the transformation to YP in 2013. The strategy continues to build momentum, drive increased awareness of the YP brand, and now more clearly communicate the specific benefits YP's products and services provide to our consumers and our merchants," says Allison Checchi, CMO at YP.  "This campaign truly reinforces our commitment to building industry-leading digital experiences with a single focus: to help millions of people around the US instantly connect with local business to get things done – quicker, easier, and simpler."

This strategic shift accentuates YP's positioning as "the new way to do," but now with a more action-oriented, customer-focused twist, suggesting a simple new brand promise: "YP can do that." It is a message that speaks to both of the company's core audiences – consumers and merchants – in uniquely relevant ways. For consumers, the campaign reinforces YP's long-standing heritage as the leading print, desktop, and mobile destination for quickly getting from doing to done. For merchants, it reiterates a renewed commitment to supporting the growth and success of local businesses. For these reasons, YP continues to maintain its standing as the No. 2 property in comScore's Local/Regional custom category, which captures the brands that provide the greatest reach in local.**

The next phase of this work was created alongside San Francisco-based agency of record, barrettSF. An integral partner in telling YP's brand story since last Fall, barrettSF has helped craft a truly unique, fun, and engaging brand voice and identity. The campaign simply, yet powerfully is evolving the campaign from one that purely drives awareness to one that shifts brand perceptions and inspires people to tap into everything that YP has to offer.

From crushing a weekend to-do list to helping people achieve their biggest dreams, the campaign showcases how YP can help people do practically anything their hearts desire. For example, in a TV spot launching in late May, YP shows how it can even help people get to the moon.

"The more you use YP, the more you realize what a powerful tool it can be," says Jamie Barrett, Creative Director at barrettSF. "Virtually anything you want to do, YP can help you do it. We wanted to put that claim to the ultimate test. Plus, we've always wanted to shoot a commercial on the moon!"

The campaign will begin to make its debut in the following markets in late May: New York, Los Angeles, San Francisco, Atlanta, Seattle, and Nashville. For more information, please visit: yp.com or download the YP app.

About YP
YP is a multi-billion dollar business operating the largest local ad platform in the United States that connects consumers to businesses and helps local businesses and communities grow.  YP's flagship consumer brands include the popular YP(SM)app and YP.com, which are used by more than 70 million visitors each month in the U.S.*, and The Real Yellow Pages® directory.  For Advertisers, YP delivers leading local advertising solutions that connects the right consumers online, on mobile or in print. The YP Local Ad Network offers one ad-buy on the yp.com site that enables access to hundreds of website properties, leveraging multiple media platforms, including online, vertical and mobile search.  Through YP's network, advertisers essentially have the ability to reach 90% of monthly Internet users***. YP services are backed by thousands of media consultants and customer service professionals in local markets across the U.S. with relationships spanning 575,000 businesses. For more information on YP, visit us at http://corporate.yp.com. Follow us on Facebook: http://www.facebook.com/YP  and on Twitter:@YP.

*YP Internal Data, Q1 2014, representing monthly visitors.

**comScore, March 2014

***comScore, Media Metrix (US) March 2014.  Based on the potential reach of the YP.com Network, plus YP's SEM advertising partners' publisher sites including: Google.com, Yahoo.com, Youtube.com, Bing.com.

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