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.
During a client meeting, our team member asked their nutritionist: "What foods do you recommend for weight loss?" Their answer - focusing on everyday foods like apples and berries - sparked our idea. We noticed health media rarely covered these simple foods despite their popularity. This led us to analyze Google search data to reveal what diet foods people search for.
Our digital team analyzed top health publications and found most content focused on trendy superfoods, while common ingredients like apples (54M searches) were rarely featured.
We monitored diet-related conversations, finding that most user questions were about everyday foods' weight loss benefits.
Our specialists identified consistent search patterns for common foods across diet plans, showing a clear gap between user interest and media coverage.
Campaign Research
Our data analysis involved a three-stage approach using Google Keyword Planner:
Analyzed search data for 100+ diet foods across weight loss-related terms, identifying over 85 million combined searches.
Mapped how each food fits into different diets like Mediterranean, Plant-Based, Paleo, and others to show their versatility.
Examined specific search queries for each food (like "Are apples good for weight loss?") to understand what information people seek about these foods.
Results
Our findings earned coverage across 9+ major outlets, including The Food Institute, Guilty Eats, LinkedIn, and MSN.
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