The Alexa rating is not a good indicator of site traffic increases as it fails to incorporate a number of other factors from a digital landscape perspective (mobile traffic, social mentions/shares, email views etc.).....with that being said, if you look again at the Alexa rating page for TheDirectory.com when you scroll down to see all the stats, you'll that the indicators that MATTER have actually increased in the past week (daily page views per visitor has increased 10%, search traffic has increased 203%, and the number of outbound links has increased to 64)
The campaign IS having a positive impact on new people looking at the site, as well as current users visiting the site for longer, and will only continue to improve as impressions in other markets increase.
A much better gauge of site traffic would be through SEO Moz, Compete.com, or even Google analytics.
Just my small input.........Go SEEK!