The Yellow Pages Group (YPG) is looking to introduce itself to the neighbourhood in Toronto with a regionally-focused campaign targeted primarily at millennials.

With media from Starcom MediaVest, creative from Leo Burnett and mobile by Mediative, the campaign aims to demonstrate  how the brand’s app can be used to find local businesses. It relies heavily on location-based mobile ads that are designed to serve up content that’s relevant to specific Toronto area neighbourhoods.

The campaign is being supported by OOH ads, including TSAs, subway posters and night projections, print ads in Metro, 24Hrs, The Grid, and Now magazine and digital ads and homepage takeovers on sites like Toronto.com. YPG will also look to roll out a series of event-based activations later in the campaign.

Andre Leblanc, director of marketing communications, Yellow Pages Group, tells MiC that the campaign is the first regional-specific effort for the brand that is driven by location and neighbourhood-based advertising.

Leblanc says that while YPG is still in the early planning stages, it will likely look to roll out similar regional efforts in other major commercial markets across the country.

The campaign will run in Toronto until late July or early August.