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.
When the Titan submersible news broke in June 2023, we launched a rapid-response campaign. While the world watched the tragic events unfold, we realized there was no comprehensive analysis of the extreme adventures billionaires undertake. Within days, we transformed this observation into the first comprehensive study revealing the true scope, cost, and dangers of ultra-wealthy thrill-seeking.
Our quick-response media analysis showed the topic of billionaire adventures was heavily discussed but lacked solid data - creating a perfect reactive campaign opportunity.
We moved swiftly to connect two trending topics: extreme tourism and billionaire culture.
By analyzing five crucial factors (cost, risk level, participant numbers, historical incidents, and billionaire participation), we crafted a timely narrative that added valuable context to the ongoing news cycle.
Campaign Research
We dove deep into the ultra-wealthy adventure scene to uncover the real story behind these extreme pursuits.
We investigated 10 high-risk activities, from $150 million moon flights to $5,000 shark diving expeditions.
Our team created the first-ever "billionaire risk index" by combining cost data with danger levels and participation rates.
We tracked repeat adventure-seekers like Richard Branson to show patterns in billionaire risk-taking behavior.
We revealed that the Titan submersible expedition, at $250,000, was surprisingly affordable compared to other high-risk activities.
Results
Our study captured massive media attention: 141 high-quality media placements across major publications, including Value Walk, The Messenger, MSN, and others.
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