Yellow® has launched a brand new digital proposition. YellowLocal®.co.nz follows on from the popular Local Print Directories and core Yellow®.co.nz search site, and extends further still the Yellow® Network of properties.
YellowLocal.co.nz is set to deliver a whole new experience for advertisers and users alike, bringing locals closer together by connecting them with their local communities.
There are 205 Auckland suburb sites spread out across the region and each site features nine categories covering useful information on:
Community; Events; Shopping; Real Estate; Restaurants & Bars; Health;
Schools, Sport; and Things to Do.
“YellowLocal.co.nz is where locals can talk to locals”, says Yellow® Digital Director, Peter Crowe.
“Users can visit the site to find and share community information, notices, events and reviews, as well as search for local businesses. They can also like and share content via Facebook from their Yellow® local site with friends and other locals.”
Recently conducted research found that 60 percent of Kiwis prefer to shop locally(1) and 83 percent want to support their local community(2). Yellow®Local.co.nz provides them with the perfect vehicle to do just that. Aucklanders use an average of four different search products in any one week to source information(3) Yellow Local® will allow users to find .
whatever they are looking for in their local suburb on one site, leveraging Yellow®’s vast breadth and depth of comprehensive listings and information.
The YellowLocal.co.nz launch is supported by a mass communications campaign that includes TV, press, billboards, radio and online activity.
Yellow® went out into the community to talk to people about what was happening in their local suburb.
The campaign depicts real life characters from communities across Auckland.
“Locals approached us with stories and events going on in their neighbourhood and some of these people ended up being profiled in the campaign”, says Marketing Director, Kellie Nathan.
“People wanted to be able to communicate with others in their local suburb and share information in a timely way - from everything to recommending a local restaurant, to trying to find a lost pet”, she said.
A local Primary School competition is being run as part of the YellowLocal.co.nz launch. Schools in the region will have the opportunity to win as many as 5 of the 50 iPads Yellow is giving away. The public will
be able to nominate a school online when they register on YellowLocal.co.nz and points will be awarded. The schools who earn the most points will win iPads.
For more information go to YellowLocal.co.nz/Schools
1: TNS Conversa Independent Research, April 2010
2: TNS Conversa Independent Research, January 2010
3: Nielsen Consumer and Media Insights, Jan-Dec 201