By Chantel DaCosta

The story of Yello’s successful rebrand in 2017 from Yellow Pages to Yello Media Group was shared with a new generation of marketers attending Brand Camp 2025.

Yello’s Group Executive Director of Marketing and Products, Keisha-Maria Cools-Lartigue and Senior Brand and Communications Manager, Terri-Ann Burrell shared how Yello evolved from print-based advertising to incorporate digital solutions.

Brand Camp was coordinated by Chaynge.co and the Caribbean School of Media and Communication – CARIMAC – to celebrate the 50th anniversary of the UWI institution.

Yello’s successful rebrand can be seen in the company’s continued growth, as Ms Burrell shared with the Brand Camp attendees.

She stated: “Yello’s rebranding strategy effectively broadened its appeal beyond traditional print directories. By launching the modern online platform FindYello.com and expanding into 20 markets, including The Bahamas, Costa Rica, and Guernsey, Yello had also positioned itself as a regional leader in digital advertising solutions.”

The audience included students and faculty from the University of the West Indies, the University of Technology, and the Northern Caribbean University. Marketing professionals from digital marketing agencies and several advertising firms were also in attendance.

Small business attendees at BrandCamp were offered a 25% discount on Yello’s search solutions. This offer ends on 31 May 2025.

One lucky tertiary student was also given the chance to win a paid three-week internship with Yello’s marketing, products and content team in the summer. The winner will be announced shortly.

Here are some highlights from the event: