Multiplatform strategy boosts sign-up intent 7x for a travel loyalty program

Multiplatform strategy delivers full-funnel impact

To boost awareness and understanding of its travel loyalty program, this travel brand launched a national multiplatform campaign across TV, radio, and branded content. The strategy targeted “Rewards Enthusiasts” and was measured using YouGov’s exposed vs. control methodology. Results showed that multiplatform exposure significantly improved brand familiarity, perception, and intent to enroll.

More touchpoints, more impact

A coordinated multiplatform strategy delivered full-funnel impact:

• TV drove mass reach and visibility
• Radio reinforced messaging in daily moments
• Branded content created authentic, lifestyle-driven connections

Audiences exposed to multiple touchpoints showed stronger recall, trust, and intent, confirming that layered messaging builds emotional connection and drives measurable outcomes.

Key performance highlights:

• Brand familiarity rose from 18% (control) to 38% (exposed twice) + 111% lift
• Positive brand opinion nearly doubled from 10% to 19% + 90% lift
• Likelihood to recommend jumped from 9% to 22% + 144% lift
• Sign-up intent grew from 1% to 7% + 600% lift
• TV ad enjoyment increased from 38% to 48% among multi-exposed viewers + 26% lift
• Radio ad enjoyment rose from 24% to 40% + 67% lift
• Branded content enjoyment climbed from 36% to 43% + 19% lift

Radio in particular drove strong perception gains, with up to 46% of exposed audiences reporting a more favourable opinion of the brand. More than half of multi-exposed viewers had a better opinion of the brand overall, confirming that layered messaging builds emotional connection and full-funnel impact.

Conclusion

This campaign is a strong example of how a multiplatform approach can amplify brand performance across the entire marketing funnel. By aligning media strategy with audience behaviour and reinforcing messages across multiple environments, the loyalty program was able to meaningfully increase brand affinity, recommendation and intent to enrol.

The results demonstrate that in a crowded marketplace, it is not enough to be present on a single channel. True impact comes from a coordinated strategy that blends the scale of mass media with the depth of targeted, contextually relevant placements.

Source: YouGov Canada Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.