We spotted a major gap in travel coverage: while countless articles rank the "best places to visit," no one was talking about how popular tourist destinations might be ruining travelers' sleep. By combining tourism data with wellness metrics, we created a first-of-its-kind study that revealed which famous vacation spots are actually nightmares for quality rest.
Our PR team analyzed the media and found no coverage linking tourist spots to sleep quality - a perfect media gap.
The story hit two trending topics: wellness tourism and sleep health.
We combined five key metrics (noise, hotel reviews, air quality, crowds, and nightlife) to build a compelling data story.
The campaign idea came from analyzing current trends and professional discussions online and in business communities. We noticed an increasing focus on business networking, especially after COVID-19. The rise of hybrid and remote work models further emphasized the need for reliable information about networking-friendly cities worldwide.
While many articles covered co-working spaces or general travel destinations, few provided data-driven insights about the best cities for professional networking. This provided us with a unique angle that would interest media outlets.
We tracked engagement with similar topics on social media and analyzed discussions in professional forums.
We decided to highlight cities globally recognized for their networking potential by creating a data-backed ranking system.
Campaign Research
We analyzed what makes a city ideal for business networking:
Our analysis included 48 global cities known for their business and professional environments.
We evaluated metrics such as the number of business events, co-working spaces, private offices, internet speed, the cost of living, and hotel prices.
Based on the gathered data, our researchers created a cumulative index that allowed us to rank the cities.
Results
The campaign earned 17+ backlinks from reputable publications, including Business News This Week, Tech Economy, etc.
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