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.
We found an interesting topic rarely covered by travel journalists: while many articles were written about beach destinations, very few focused on picturesque qualities and spots that are widely popular on social media. By combining Instagram data with tourism metrics, we created a study that revealed which famous beach destinations appeared the most in social media posts.
Our PR team explored travel media, finding little to no coverage linking beach destinations to social media metrics.
The PR campaign focused on two compelling themes: vacation destinations and social media platforms (Instagram).
We combined 3 key metrics (location, Instagram popularity, and annual visitors) to show which beach destinations have the most popularity online.
Campaign Research
We collected data about beach destinations all across the world to identify the most popular beach vacation spots.
We analyzed over 40 beach destinations, comparing them by number of visitors and Instagram popularity.
Our research team put together a top 10 list of destinations, excelling at social media coverage.
We matched these destinations with tourist activity, showing the most crowded and quietest spots.
Results
Our study landed huge coverage: 81+ top media publications, including Travel Nine, Hello Magazine, and San Francisco Examiner.
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