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.
Looking at recent tech coverage and journalist interests, we noticed a gap in reporting about tech career migration. While national outlets focused heavily on layoffs and remote work, local business reporters were increasingly covering their cities' growing tech scenes. Using media monitoring tools, we saw rising interest in stories about tech workers leaving traditional hubs, but most articles lacked hard data.
Looking at tech news coverage, we noticed stories weren't going into what makes cities work for IT careers - most coverage focused on major tech hubs but missed real data about take-home pay, cost of living, and actual job market trends.
By analyzing media gaps and journalist interests, we saw an opportunity to provide fresh data-driven comparisons between cities, giving reporters both hard numbers about tech growth and compelling local angles for their stories.
Campaign Research
We analyzed what makes a city ideal for IT specialists:
We evaluated average monthly IT salaries in the 30 most populated US cities.
We assessed monthly salary for IT professionals, cost of living, rent prices, number of coworking spaces, internet speed, and available IT job opportunities.
The cities were ranked using a composite score calculated using the above-listed variables.
Results
This detailed approach to the campaign earned 6+ backlinks, including Yahoo and MSN.
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