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 brainstorming session, our PR team identified an untapped opportunity in the fitness and wellness space: while workout routines and calorie-tracking guides were everywhere, no one had explored the calorie-burning potential of intimate activities. This presented an opportunity to combine two high-interest topics - fitness and intimacy - into a fresh, data-driven narrative.
Identified the gap: Noticed the lack of scientific research on calorie burn during sex and saw an opportunity to break new ground.
Tied two topics that always spark conversations: fitness and intimacy.
Campaign Research
We conducted an in-depth analysis to uncover the fitness potential of intimate activities:
Collaborated with fitness experts to evaluate position difficulty and breathing intensity.
Calculated calorie burn using average adult male and female body weights, standardizing activity duration at 15 minutes for accurate comparisons.
Created the first-ever "sex-ercise score" by combining calorie burn, effort level, and physical intensity metrics.
Leveraged Google Keyword Planner to identify Americans' interest in each position, ensuring the study aligned with popular trends.
Results
Our study gained significant coverage: 27+ media mentions, including New York Post, Daily Star and Herald Sun.
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