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 stemmed from looking through online search trends and news in the U.S. housing market. We noticed a growing interest in the housing market and price increases but found a lack of accessible, comparative data.
We identified content gaps through online searches and forums, where users were discussing affordability and economic opportunities of buying houses.
The intersection of interest, affordability and average income gave us a unique angle to cover the topic of the housing market in the US.
We combined rising interest in home buying and house pricing with data-driven insights to create a resource that naturally gets media coverage and audience engagement.
Campaign Research
We analyzed what makes a state attractive for homebuyers to consider buying a house there:
First, we evaluated the number of online searches for buying a house in each state to identify the most sought-after ones.
We assessed average home prices, cost of living, and median salaries in each state.
We ranked states based on online search volume while providing additional insights on affordability.
Results
Our unique angle of the housing market brought significant attention, earning links from 6+ publications, including Go Banking Rates, Yahoo, and AOL.
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