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 the evolving landscape of marketing careers, particularly with the rise of AI and digital transformation. We identified a significant knowledge gap regarding future job prospects in marketing:
While many reports focused on general employment trends, few provided comprehensive data about specific marketing roles and their growth potential.
The integration of AI in marketing created uncertainty about job security and new opportunities.
We recognized the need for data-backed insights about emerging marketing careers and their economic outlook.
Campaign Research
We conducted extensive research to analyze the marketing job market landscape:
Our analysis covered 10 distinct marketing roles, ranging from traditional positions to emerging AI-focused careers.
We evaluated multiple metrics for each role such as projected job growth percentage, current number of job openings on Glassdoor, search volume for each position, salary ranges and current unemployment rates.
The final ranking was made based on the projected job growth.
Results
The campaign earned 14+ backlinks from reputable publications, including Forbes, Mediapost, International Business Times, etc.
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