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.
Our campaign idea originated from observing the increasing public interest in personal health. The post-pandemic world has made people more conscious of their wellness habits and self-care routines. While the news buzz centered around tracking steps, nutrition, and exercise, our team noticed a gap in public awareness about sleep quality. We set out to create a rank that would compare sleeping habits across countries.
Our team noticed the increasing health-consciousness in the post-pandemic world.
We found out that major news outlets overlooked sleep as a critical factor in wellness studies.
We came up with a story that closed this gap, offering the first comprehensive analysis of the “Countries with the Worst Sleep Habits.”
Campaign Research
We conducted a comprehensive analysis of sleep quality factors to expose which countries have the worst sleeping habits.
We analyzed average sleep hours, air quality, noise pollution, stress levels, and Google searches for “sleep deprivation” and “insomnia remedies.”
We examined how these elements affect sleep quality and how common sleep issues are in each country.
After combining all factors into a single score, we created the first-ever extensive sleep quality index.
Results
Our campaign landed 28+ publications across major media outlets, including Inquirer and MSN.
Earn Impossible Backlinks Through Digital PR
Diversify your link profile
Build strong domain authority
Push keywords to higher positions to drive organic traffic
.png)
