BellSouth Launches BTB, BTC Efforts

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BellSouth Advertising and Publishing Corp. began an integrated advertising campaign to position its products as solutions for the daily information needs of businesses and consumers.


According to BellSouth, the products to be promoted as part of the campaign are its RealPages.com on line directory, the Real Yellow Pages from BellSouth and the Real Yellow Pages ToGo Community directories.


The effort targeting business will include multiple television spots featuring local business owners who use The Real Yellow Pages as a primary source of prospect information. Each spot shows a "day in the life of" a successful local business owner and details how The Real Yellow Pages products and services helped him.Radio and direct mail will round out the campaign. The campaign will be seen in over 37 major markets in the company's 9-state region.


Television spots targeting consumers will begin airing in May to support the delivery of the redesigned directory. This campaign will illustrate how consumers can use their Yellow Pages in their everyday lives. The multi-media campaign will also include outdoor, print and radio.


The campaign was created for BellSouth by WestWayne, Atlanta.


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