Vacation rental brand sees 83% of web traffic from exposed households

Building an end-to-end strategy from awareness to attribution

For a leading vacation rental company, connecting with the right audience was just the beginning. The challenge was to build a full-funnel strategy, from precise activation to measurable outcomes. With a mission rooted in helping families travel better together, the brand leveraged Bell Media’s advanced tools to create a campaign powered by precision and proven through attribution.

Navigating the demographics of family travel

Bell Audience Manager helped identify “Burgeoning Families” as the optimal segment. These individuals represent:

• Younger, upper middle-income families
• Living active, child-focused lives in newer suburban communities
• Frequenting arenas, parks, and participating in organized sports
  

This segment aligned perfectly with the brand’s values and audience goals.

Family-focused broadcasting with SAM

Using SAM (Strategic Audience Management), the campaign was activated across channels proven to reach the “Burgeoning Families” segment. The tailored targeting approach delivered strong performance across brand perception and engagement metrics.

Key results from YouGov’s brand lift study

• 80% of exposed viewers had a more positive opinion of the company
• 78% showed improved brand consideration
• 79% enjoyed the ad, with even higher enjoyment scores on CTV.ca and TSN.ca
• Among those exposed on targeted channels:
  • 2.9x more likely to recommend the brand
  • 2.2x more likely to plan a visit to the website

Mapping the journey to campaign success

Bell Attribution Insights played a key role in confirming the strategy’s effectiveness. The campaign not only drove web engagement but also validated that the selected segment was accurately reached.

Highlights from attribution data:

• 83.8% of site traffic was driven by households exposed to the campaign
• Exposed households visited the website at a rate 5.3% higher than the unexposed
• 83.1% of the SAM attribution base was exposed at least once during the campaign

Conclusion

From planning to performance measurement, this campaign exemplified a fully integrated approach, driven by Bell First Party Data, powered by SAM, and proven by Bell Attribution Insights. 

The result: A measurable connection with the right audience, increased brand affinity, and tangible performance outcomes.

Source: Bell First Party Data/Bell Attribution Insights and YouGov Canada Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.