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.
Analyzing years of search data, we noticed a recurring trend—every September, millions search for Halloween costume ideas. While media outlets typically focus on retail trends and buying guides, people were asking a different question: "What should I be?" This uncovered a gap in Halloween coverage, presenting an opportunity to provide data-driven insights into the most in-demand costumes of the year.
Our PR team analyzed search trends and found that millions of people actively search for Halloween costume ideas every September.
Our research showed that searches for related costumes surge after major movie releases. In 2023, Barbie led to a massive spike in searches, similar to how Joker and Squid Game dominated previous years.
When comparing media coverage to actual search trends, we found that most outlets predict popular costumes but rarely analyze real-time search demand.
Campaign Research
We analyzed search data to identify the Halloween costumes and accessories in demand for 2023.
We analyzed 646 search patterns, examining search volume data to determine the most sought-after Halloween costumes and accessories of 2023.
Our team tracked keyword searches, including “Halloween costumes” “Wednesday Addams style” “Little Mermaid” and “Barbie costume” to identify the characters and themes generating the highest demand.
Our PR team cross-referenced costume and accessory search data with past trends to measure year-over-year changes.
Results
Our findings earned coverage across 21+ major outlets, including ComicBook.com, WJLA, and Merca2.0.
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