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 mainstream news outlets often focus on popular travel destinations, our team set out to discover spots that capture public interest but remain off the radar. We identified overlooked destinations through comprehensive media analysis and developed the first-ever ranking of "Most Instagrammable" small U.S. cities.
Instead of focusing on well-known travel hubs, our team dug deeper to find overlooked destinations.
We brainstormed what makes a city stand out, acknowledging that photographing destinations is a key part of modern tourism.
Our team came up with a unique way to rank tourist destinations, putting the focus on places that capture public interest.
Campaign Research
Our team mined social media and governmental data to discover the hidden gems of the U.S.:
We analyzed 50 small U.S. cities with populations under 300,000, combining Census Bureau data with geographic insights from USGS.
Our team measured each city's "Instagram appeal" by collecting hashtag data through August 2024, revealing which small towns are capturing social media attention.
We created an innovative "social media density" score by dividing total Instagram hashtags by geographic area.
Results
Our study landed coverage across 10+ top media publications, including The Salt Lake Tribute, MSN, and Sports Illustrated.
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