The service, Yell.Com by Text, launches on Friday (November 1) and will allow users on any mobile network to request and receive details of companies such as taxis and takeaways, by dialling a single number. For a cost of 25p per request, they are sent a choice of results from more than 100,000 businesses, sent directly to their phone, 24 hours a day.
It will be backed by an ambient media campaign through Black Cat which uses the strapline 'We've gone txt-directory', together with a picture of a mobile phone and envelope. The ads will appear on train, Tube and tram tickets and Tube and tram carriage panels in six cities across the UK from November.
The launch of Yell.Com by Text coincides with a re-design and restructure of the Yell.Com web site. A new Local Focus channel covering 1500 locations in the UK enables consumers to store details of their local area so that Yell.Com will automatically look for businesses in their area. The site revamp will also allow advertisers to reproduce their Yellow Pages ads online for the first time.
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