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White Pages Rebrands and Relaunches with New Consumer Campaign

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The campaign, from The Royals, Melbourne, launches in Victoria and will then roll out nationally.

White Pages, via agency The Royals, Melbourne, has launched a new consumer campaign, highlighting the complete upgrade and rebrand of the iconic directory network.

The rebrand is far from a simple logo change: In the background, a 12-month long transformation program has moved the White Pages to a cloud-based platform, re-engineered internal systems and installed to a world class CRM program in order to future-proof the business. The platform has launched with a responsive website, an intuitive app and a completely new search capability.

The new campaign will launch with TV, followed by radio and digital.

White Pages Marketing Director Hayley Jovanovic says the new campaign demonstrates the White Pages core values in an engaging and entertaining way.

"While the wind-up stars of the ad are very cute, they also clearly show how important it is to find the right information, especially when you're busy. No matter who you are looking for, or where they are, White Pages is here to help," she said.

Nick Cummins, executive creative director at The Royals, says it's an exciting time for the 136-year brand: "With the campaign, we simply set out to communicate the relevance of White Pages in our busy lives. No matter what kind of person you are, you always need the right details. I like to think we found a fresh engaging way to bring this to life. It still makes me smile - and I've seen it 400 times!"

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