Saturday, December 7, 2019

Caribbean Yellow Pages Goes YELLO

Opening Remarks for St. Lucia Customer Launch: Invited guests, attendees and staff of Yello good evening. I would like to take this opportunity to extend a warm welcome to you all for being here at the official launch of this new chapter in our company’s story – the beginning of our Yello journey.

The journey to Yello has been a long one. It took time, energy and hard work – and it’s all worth it. Who and what is this new Yello, you might ask? Let me tell you. It represents our evolution to a full-service media business that exists to champion the local economy by helping businesses grow and our conviction as the go-to source for local business connections and knowledge. Yello exists to know local like no one else.

Tonight’s theme is all about celebrating local. As a brand, we’ve been fortunate to call St. Lucia our home for over 25yrs and over this time we have gotten to know and understand the rich, diverse and creative uniqueness of the island. It is with that sentiment that we invite you to think of us as your trusted local partner, who has the expertise and local knowledge to help you, our customers, prosper.

We look forward to forging stronger partnerships with you that will positively impact our communities.

At this point I would like to extend heartfelt gratitude to everyone who helped us pull this wonderful event together, especially Mr. Earny St. Catherine and the team of Orange Media Group and of course the management and staff of the Saint Lucia Golf & Country Club for graciously hosting us today. Thank you all again for being here and I hope you enjoy our celebration.


St. Lucia Presentation: Thank you for joining us this evening as we launch our new brand “YELLO”. There is so much to celebrate this evening. As a region, we value and respect each other’s self- determination, so allow me to congratulate you on your recent 38 th Anniversary Independence Celebrations.

The Caribbean has always worked to attain a strong regional identity, whether through cricket, CARICOM or The University of the West Indies. Today, we not only celebrate a new beginning with the launch of YELLO but we follow this long tradition of regional excellence as we build this brand identity.

You may be wondering why YELLO. Well as an organization, we wanted to increase usage and relevance of our yellow page products, especially to the modern adult consumer. As such, we did our research and this helped us to identify three major perceptions that we realized we had to expand or reshape.

First, we found out that the yellow pages still has a very high awareness with older consumers in the region, which we wanted to expand. Second, the name conveyed the perception of only an offline directory and third, we identified that our customers rated our service really high, but did not exactly recommend our product.

We also looked at the opportunities facing us as an organization. In a world with more technology than ever before, consumers are still looking for a trusted source. Yellow Pages is still that trusted name.

You, our customers and I there say consumers still trust us to produce accurate and comprehensive local content. We have leveraged the positive brand awareness of yellow pages and introduced a new brand name to connect with a younger demographic. With the rebranding from yellow pages to YELLO we are no longer limited to one platform, the print directory. This gives us the opportunity to expand our digital portfolio and to challenge the perception that we are only in the print directory business.

So YELLO was born. As we launch YELLO, we are unveiling a new product identity for a new generation and we do so by building on a regional tradition of excellence YELLO is more than just a brand and logo change. YELLO represents a new name with a new personality, new products, new features, a stronger platform to showcase your brand and reach the right audience, at the right time, to help you our customers grow.

The new features a clean and modern home page, opening and closing hours, universal search across all markets that we serve, types of payment accepted, editorial content, ratings and reviews, business details for example parking, wifi availability, among other new exciting features.

These innovations take us closer to our vision for the Yello media group. We will continue to expand our product offerings and enhance our ability to provide you with solutions that will broaden your reach and generate leads for your business.

But ladies and gentlemen we’re not here this evening to talk business, only to whet your appetite. In the coming days and weeks, our well-trained and fired-up consultants will be visiting your offices to highlight the many strides we have made as an organization.

It will be remiss of me if I did not use this opportunity on behalf of YELLO to thank you for your continued business as we develop our partnership with you.

For now, let’s just raise a glass to our wonderful culture in ST Lucia as depicted through the art you are seeing around.


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