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.
The internet is overflowing with articles about the best countries to immigrate to and the top destinations for expats. But we saw an opportunity to take a different approach. Instead of focusing on where people want to go, we asked: Which countries do people never want to leave? This simple shift in perspective led us to a fresh angle in migration coverage - one that reveals what truly makes people content with their homeland.
Flipping the traditional "where to move" narrative revealed a fresh media opportunity.
When viewed through the "not wanting to move out" lens, migration statistics showed surprising patterns.
Our concept connected three trending topics: global migration patterns, national happiness, and quality of life.
Campaign Research
We built a comprehensive analysis combining multiple data sources to tell the real story:
Analyzed emigration data from official government databases across 10 countries to find true population retention rates.
Combined data points from World Happiness Report rankings with quality of life indices to understand satisfaction factors.
Cross-referenced cost of living metrics to reveal surprising patterns about why people stay.
Developed a unique scoring system that weighted all these factors to rank countries by their ability to retain citizens.
Results
Our fresh perspective on migration resonated widely, generating 151+ media pickups, including Financial Express, MSN, San Francisco Examiner, and Tyler Paper.
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