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 came from recognizing Halloween as a true American staple—a holiday rooted in creativity, community, and tradition. Typically, news outlets cover Halloween as a nationwide celebration, paying little attention to which states are most excited about it. Taking a unique approach, our team asked: which states are most thrilled about the holiday? To find the answer, we set out to create the 2024 ranking of The Most Halloween-obsessed states.
We acknowledged Halloween as one of America’s favorite holidays, always capturing public attention.
Our team noticed that the news coverage around the topic is uniform, ignoring regional differences in Halloween excitement.
We came up with a unique ranking that acknowledges the regional differences in enthusiasm around Halloween.
Campaign Research
We conducted detailed research on Halloween enthusiasm to reveal which states are most excited about Halloween.
We analyzed factors such as costume and decoration searches, candy interest, the number of haunted houses, and upcoming Halloween events in each state.
We weighted each factor based on its importance to the overall Halloween experience and adjusted for the state population.
By combining all factors into a single score, we created the 2024 ranking of The Most Halloween-obsessed states.
Results
Our campaign secured 25+ publications across major media outlets, including Culture Map, The Ledger, Audacy, and MSN.
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