Valpak and Yellow Pages Canada form Strategic Partnership

Valpak and Yellow Pages Canada form Strategic Partnership

Cox Media Group, the owner of the signature Blue VALPAK coupon Envelope® and the popular Savings.com site has entered a strategic partnership with the Yellow Pages in Canada. VALPAK delivers coupon savings to nearly 40 million households each month in the US. Annually, Valpak will distribute about 20 billion offers inserted in more than 500 million envelopes. Valpak also offers digital solutions with http://www.Valpak.com.

Along with Valpak’s recently launched Valpak.ca Canadian coupon site, the strategic partnership with the Yellow Pages brands Redflagdeals, YellowPages.ca and Shopwise will enable Valpak to provide offers to and access an additional 8.5 million visitors in Canada.

For Cox Media and Valpak, it is a strong partnership; enabling them huge and quick access to the Canadian consumer market. With Redflagdeals dominance in the consumer coupons and savings sector and the Yellow Pages ability to reach local consumers and promote local merchants, Valpak gets more than a partner in Canada, they receive a distribution channel for their content and brand.

For the Yellow Pages, partnering with Valpak also makes sense because. The Yellow Pages receives even more coupon and deal content to publish to the millions of consumers. The Yellow Pages is developing into a distribution hub for the most aggregated coupons and deals in Canada and adding Valpak content is in line with their objective. Also, although Valpak promotes coupons and deals to consumers, as does the Yellow Pages, they do so in a very different manner. For  Valpak, their focus is on printed envelope distribution to very targeted local postal Codes. This is not what the Yellow Pages does and therefore the partnership can work very well. There can also be synergies with Valpak local merchants being offering Yellow Pages marketing services, and vice versa.
The Canadian Couponing and deals space has been hot in 2013. This partnership between the Yellow Pages and Valpak is just one sign of a market that is expanding. Retailmenot entered Canada, Ebates expanding throughout Canada, Target entered Canada in 2013 and is a larger coupon marketer, Teambuy and Dealfind merged, Torstar’s Save.ca and Flyerland merge to offer a deals portal, and several others.
Please find the official Press Release announcing the partnership between Valpak and the Yellow Pages below:

Valpak® Inks Agreement with Canada’s Yellow Pages Group, Launches Canadian Website

 

LARGO, Fla., /CNW/ – Valpak Direct Marketing Systems, Inc., a leader in local print and digital coupons, has increased its reach into Canada with the recent partnership with Yellow Pages Group, a leading media and marketing solutions company in Canada.

This will be the first collaboration between both companies and will allow for another 8.5 million visitors to access the Valpak database of savings. Valpak local merchant content will now be featured on Yellow Pages Group platforms, including:

  • RedFlagDeals.com™
  • YellowPages.ca™

And apps for:

  • Shopwise Mobile on iOS and Android
  • RedFlagDeals Mobile for iOS,
  • Yellow Pages Mobile for iOS, Android, Windows and Blackberry.

In addition, Valpak has also recently launched its Valpak.ca site, which helps its online presence and enables Valpak to connect with Canadian consumers in the digital space that’s relevant to them, representing the integration of the Valpak brand into Canada.

“This relationship will enhance our traffic to Valpak.ca through increased reach,” said Chris Warren, Director of Canadian Development & Franchise Network Relations at Valpak. “It offers the opportunity for added SEO through the website and digital distribution partners, effectively providing more impressions in Canada than ever before.”

According to ComScore 2012 Digital Focus: “Canada continues to lead the world in online engagement, with visitors spending an average 45 hours per month online, representing a fertile ground for digital marketers and advertisers.”

“As we’re committed to ensuring we’re providing consumers with the best possible content to help them make informed purchase decisions, our agreement with Valpak only helps enhance the information we’re able to provide Canadians through our key shopping and deals mobile and web platforms,” said Nicolas Gaudreau, Chief Marketing Officer of Yellow Pages Group.

Furthermore, Valpak also recently increased its print mailings, branching out to more Canadian territory. Earlier this year, in collaboration with Valpak of Toronto East, 360,000 additional homes in the greater Toronto area began, in addition to the already 80,000 household circulation. Currently, Valpak has eight franchises in Canada, with a circulation of 9 million households

By increasing the print business, additional digital offers will be able to be found online.

“This is the first step in embarking in our collective effort to expand our position in Canada as a leader in print and digital marketing solutions,” said Michael Vivio, president of Cox Target Media, provider of Valpak. “Having a strong presence in Toronto is a key component to expanding our circulation throughout the rest of Canada.”

A leader in cooperative direct mail, Valpak mails over 20 billion coupons to more than 40 million demographically-targeted households per month in more than 100 markets in 48 states and several Canadian provinces, including Burlington, Hamilton, Niagara, Ottawa, Toronto East in Ontario, Gatineau in Western Quebec, St. John in New Brunswick, and Edmonton in Alberta. In addition, Valpak has just awarded a franchise for the Kitchener-Waterloo-Cambridge-Guelph and London, Ontario markets which will begin mailing later this year.

In addition to its flagship Blue Envelope®, the brand offers its business customers an impressive portfolio of digital advertising products including Smartphone apps, which are integrated into the new Apple Passbook®, Microsoft Wallet, QR codes, online coupons and SMS/text messaging to reach consumers at home and on-the-go.

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About Yellow Pages Group

Yellow Pages Group (YPG) is a leading media and marketing solutions company in Canada. The Company serves over 300,000 local businesses through its nationwide sales force of media consultants. YPG also caters to the country’s largest national agencies and advertisers through Mediative, its national digital advertising and marketing solutions division. YPG is held by Yellow Media Limited (TSX: Y), which owns and operates some of Canada’s leading properties and publications including Yellow Pages™ directories, YellowPages.ca™, Canada411.ca and RedFlagDeals.com™. Yellow Media’s network of online properties reaches over 8.5 million unique visitors monthly.

About Valpak®
Valpak, one of the leading direct marketing companies in North America, is owned and operated by Cox Target Media, along with Savings.com. With nearly 170 franchises across the United States and Canada, the signature Blue Envelope® delivers savings and value to nearly 40 million households each month. Annually, Valpak will distribute some 20 billion offers inserted in more than 500 million envelopes. Valpak also offers digital solutions with http://www.Valpak.com, an online site for free coupons, e-commerce and coupon codes, which has nearly 70 million offer views each month, as well as mobile coupon app for smartphone platforms For more information about advertising with Valpak, please contact 1-800-676-6878.

About Cox Media Group
Cox Media Group is an integrated broadcasting, publishing, direct marketing and digital media company that includes the national advertising rep firms of CoxReps. Additionally, CMG owns Cox Target Media, which operates Valpak, one of North America’s leading direct marketing companies, and Savings.com, a leading online source for savings. The company’s operations currently include 14 broadcast television stations and one local cable channel, 57 radio stations, eight daily newspapers and more than a dozen non-daily publications, and more than 100 digital services. CMG currently operates in more than 20 media markets and reaches approximately 52 million Americans weekly, including more than 30 million TV viewers, more than 4 million print and online newspaper readers, and 14 million radio listeners. For more information about Cox Media Group, please check us out online at www.coxmediagroup.com.