It is hoped the package will raise awareness of Yell.com among young and upmarket Londoners and is the first online sponsorship venture for the search engine.
The deal was organised through Viacom Outdoor, the agency responsible for all London Transport media outlets, with digital media planning and buying brokered by I-level. AKQA worked on the creative.
Developed around a "did you know" theme, the narrative promotes Yell.com's usefulness to Londoners searching for business and services across town.
Barbara Newman, communication and brand development manager at Yell.com, said sponsoring the TFL Journey Planner was an opportunity to further extend Yell.com's visibility across the London market.
She said: "The executions will demonstrate that Yell.com can help users find what they want, when they want it, and also help them find their way with maps and directions."
Yell, publisher of Yell.com, has targeted commuters and Londoners through sponsorship of London Underground maps since 1998.
Chris Townsend, group marketing director at TfL said the partnership with Yell would be "a great platform upon which to build even stronger relationships with passengers through the delivery of additional information".
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