The Public Relations Institute of Australia (PRIA), Australia, Winner, Community Relations Campaign
The Ode to Baking film was created to mark the official launch of the Yellow Pages and White Pages 2016/17 Covers program in regional markets.
The truth is, usage of the Yellow Pages and White Pages print directories is declining. While competing local and digital products continue to cannibalise its user base, the books still achieve a high level of engagement from their target audience (males and females 50+ years).
The goal of the Covers program is to develop a creative Covers concept that can maintain engagement and use within the book’s existing and frequent users, while also driving new users. This led to the Undiscovered Baking Legends campaign that set out to find and hero the nation’s best bakers in the 60 areas where the books are distributed.
To achieve reach and access to local communities, we partnered with the Country Women’s Association (CWA) with the end result being 60 local CWA groups being promoted across the 60 directories using enticing front cover food photography, in-book copy and targeted ATL and BTL activity.