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Yellow Brick Road (YBR) is continuing its investment in a popular TV show that will increase the focus on the group’s products and services.
YBR announced that it will be trebling its marketing spend across television and digital marketing channels, including a new season of Celebrity Apprentice Australia with Nine Entertainment Company, which the group expects to have a marketing impact worth around $20 million.
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Mark Bouris, executive chairman of YBR, said the company will play a bigger role in the program than in the past, allowing it to showcase and drive interest in its products and services.
“Throughout the season, our hard-working branch owners will play a role in different episodes alongside the celebrities. The TV series will showcase them as the real local experts that understand the hopes and dreams of all Australians,” he said.
“One of the episodes will also incorporate our product, Guru – the new financial planning model that puts Australians in the driver’s seat of their financial future.”
Mr Bouris said it has always been YBR’s intention to take on the major players in the financial services industry.
“Over the past year, we’ve grown our scale with the acquisition of two companies, Vow and Resi,” he said.
“By rebranding Resi, we’ve boosted our physical branch numbers by almost 20 locations and [have] been bolstering our product capabilities.”
Mr Bouris added that with a “deep footprint” of neighbourhood branches across every state and territory, the YBR brand is well-recognised, and its products and services rival any financial institution.
“With these factors in place, we are ready to push on the accelerator and take new territory from the big banks. To achieve this, we are tripling our marketing spend and putting some real firepower behind the brand,” he said.
[Related: YBR introduces new broker service]
