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.
While sending and receiving hundreds of emails daily, our team had a thought: what's the actual carbon footprint of all these emails being sent worldwide, and which countries contribute the most? This simple office conversation led us to a story the media had never covered.
Our PR team calculated their own daily email counts and realized each person was sending 50+ emails daily - leading us to think about how many emails entire countries send.
Our analysis of these surprising country numbers made us question and analyze the environmental impact further.
When comparing this data against media coverage, we discovered no one had ever mapped out which countries contribute the most CO2 from email usage.
Campaign Research
We analyzed data to show how emails impact the environment across countries.
Our media team pulled numbers from top sources to gather daily email counts per country.
We took these email numbers and used the standard rate (0.3 grams CO2 per email) to find which countries create the most email pollution.
The PR team then broke down the numbers by person, finding big surprises - Irish people create 532.41 grams of CO2 from emails daily, while Indians create just 2.07 grams.
Results
Our findings earned coverage across 12+ major outlets, including DataCenter Insider, ABP Live, Fundraising.co.uk, and Ethical Marketing News.
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