AT&T’s YELLOWPAGES.COM Launches 2007 National Advertising Campaign

AT&T’s YELLOWPAGES.COM Launches 2007 National Advertising Campaign

YELLOWPAGES.COM (www.yellowpages.com), a subsidiary of AT&T Inc. (NYSE: T), today announced the kick-off of its multi-million dollar 2007 national advertising campaign, positioning the site as the online authority for local information. The campaign will use a mix of early morning and late night network TV spots, high-profile cable TV spots and online placements to increase brand awareness and drive consumer usage of YELLOWPAGES.COM.

The campaign conveys a central theme — “Need something?” — by using situational comedy to illustrate how YELLOWPAGES.COM provides its users with the products and services they need to get things done in their daily lives. In each ad, a humorous set-up shows someone conducting a task in an offbeat, unexpected way — such as jogging up an office building escalator for exercise. The phrase “Need something?” appears and positions a search on YELLOWPAGES.COM as the solution — e.g., a search for “health clubs.” Ads end with the tagline, “We wrote the book on local search.”

The campaign builds on the success and momentum of the company’s 2006 campaign — its first national advertising effort. As a result of last year’s campaign, YELLOWPAGES.COM is the Internet Yellow Pages leader in unaided brand awareness among consumers, according to research group Hall & Partners, and 69 percent of small businesses say they are either currently advertising on the site or are likely to advertise on the site.

Additionally, nearly 75 percent of YELLOWPAGES.COM users are likely to recommend the site to others, according to the research. “Our 2007 ad campaign will continue to cleverly communicate that YELLOWPAGES.COM is the logical place for people to go to find what need locally. We saw terrific success with that approach last year, including tremendous growth in site and mobile application usage,” said Matt Crowley, Chief Marketing Officer for YELLOWPAGES.COM. “By developing an ad campaign that builds brand awareness and drives search activity, we expose Web users to a valuable resource and offer our advertisers greater value by giving them increased exposure to consumers.” The ads were created by Austin, Texas-based GSD&M, which YELLOWPAGES.COM selected as its advertising agency of record for both creative and media in August 2005.

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