YP to release campaign featuring Giuliana and Bill Rancic, Jake Owen & Hannah Storm
YP, the business directory website, is to launch a campaign titled “Make Every Day Local,” that will feature celebrities in documentary-style videos as they share their favorite hometown spots.
Featured celebrities within the campaign will include reality stars, Bill and Giuliana Rancic, sports anchor Hannah Storm, and country music star, Jake Owen who will be a part of the ongoing effort to grow awareness of rebrand after YP separated itself from AT&T.
“This campaign is different in that the content will be driven entirely by social media channels like Facebook, Twitter and YouTube,” said Allison Checchi, YP’s chief media officer.
“It will also feature influential local bloggers and user generated content about favorite businesses and include local VIP meet ups where consumers can gain access to exclusive experiences with various local businesses.”
Aside from the monthly videos, the campaign will also feature monthly meet ups that “celebrate and show case local businesses.”
According to Checchi, the brand is targeting “do’er” audience”—those who share interests in sports, food, entertainment, and music.
Last year, Checchi spoke to The Drum, where she explained that she hoped to create the best local search directory available in the US, and discussed her thoughts on the brand as well.