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 created a study ranking global fashion capitals using data that hasn’t been combined before. While many reports looked at individual factors like fashion shows or brands, we brought together multiple metrics, including fashion events, education, social media presence, and fashion brand headquarters, to create a complete picture of what makes a city genuinely fashionable.
We spotted that existing rankings missed the growing impact of social media on fashion capitals (especially during fashion weeks).
Our focus covered both traditional fashion metrics (shows and schools) and modern indicators (social media activity).
We analyzed these factors across major global cities to create a comprehensive ranking of the cities.
Campaign Research
We analyzed the data to understand what makes a city fashionable:
Counted fashion events and shows across all major fashion capitals.
Tracked fashion-related Instagram hashtags specific to each city.
Mapped the locations of fashion schools and major brand headquarters.
Created a scoring system that fairly weighted all these fashion indicators.
Results
Our study brought us more than 20 backlinks, including IOL and The Source.
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