Thomson Local rebrands famous classified directory

Commencing in July with the publication of the Farnborough directory, the Thomson Local will become The Book.

Thomson Local has announced it is re-branding its famous blue classified directory as The Book.

Announcing the launch, Max Alexander, chief executive officer of Thomson Local, said: "The aim of the rebranding is to stand out from our competitors and give people a tangible reason to choose The Book over other directories.

The Book will engage users and make the process of finding businesses easy, enjoyable, and combined with our Nectar partnership, rewarding.

"We conducted an extensive research programme to ensure that The Book is appealing to consumers in terms of both design and content.

It was very important for us to stay blue and maintain our heritage with the cat; the new Thomson cat is a modern take on the character from our 1980s directories.

In a break from traditional directory content, The Book's tone is informal, chatty and has an added emphasis on the company's partnership with Nectar.

Alexander continued: "We have given The Book a personality; it is like a friend, it 'talks' to you as a friend would, it is as helpful as friends are, it even gives you presents; Nectar points.

This strengthens our local, warm brand identity.

"Directories can be perceived as dull, staid and bloated; everything The Book is not.

Ultimately, by giving more to our users, we will generate more calls for our customers.

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