BellSouth Adveritsing & Publishing is about to launch its first new advertising campaign in three years, this one aimed at users, carrying the line, "May the Best Choice Win." We haven't seen the ads, but it sounds like BellSouth will be taking aim at its growing list of directory competitors, at least in part, with the new campaign. In Atlanta, BellSouth's home market, it competes with Yellow Book and Metro Directories, among others. Verizon pulled out of the market recently when its sales results were disappointing.
The new campaign comes on the eve of the expected launch of the new YellowPages.com, which will fully integrate the IYPs of BellSouth and SBC. BellSouth and SBC have engaged SBC's agency, Austin, Texas-based GSD&M, to promote YellowPages.com. Here is an article on the latest doings at BellSouth from the Atlanta Journal Constitution.