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 migration studies frequently highlight states where people are moving from or which ones attract the highest numbers of new residents, no one had explored the states people are most reluctant to leave. We developed a study that revealed the top U.S. states where residents and newcomers alike choose to stay.
Our team analyzed media narratives about migration and found that they lacked a perspective on states with high resident retention.
The flipped story on the states where people choose to stay offered a fresh lens on migration trends.
We incorporated five critical metrics (domestic migration, international migration, happiness scores, cost of living, and rent data) to create a comprehensive ranking of states people don’t want to move from.
Campaign Research
We analyzed migration data from 2020-2023 for all 50 U.S. states using sources like the U.S. Census Bureau and World Population Review.
Key metrics included net domestic and international migration, migration rates per capita, happiness rankings, quality of life, cost of living, rent prices, and safety.
Our findings were ranked based on the total migration per capita to showcase the top 10 states people don’t want to leave.
Additional data such as Happiness ranking, Quality of life, Cost of living, Rent, Safety added to the reasons behind the resident retention.
Results
The story’s data-driven yet relatable approach gained media popularity, receiving 11+ backlinks for Yahoo, MSN, Business News This Week.
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