Yellow Brick Road (YBR) is gearing up for big growth in the new financial year, trebling its marketing spend across television and digital channels.
The group’s increased expenditure with shareholder Nine Entertainment Company will include a new season of Celebrity Apprentice Australia, which YBR expects to have a marketing impact of around $20 million.
“Celebrity Apprentice has always been great for business and driving growth,” YBR executive chairman Mark Bouris said.
“This year, Yellow Brick Road will play a bigger role in the program. The impact will put us as a business in the national spotlight, with a significantly bigger media spend supporting the program.”
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 said 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.