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.
There is extensive coverage on cities with poor living conditions that people are actively moving away from. However, we had the idea to explore whether there are cities where, despite a low quality of life, migration remains unexpectedly low. This perspective offered a fresh narrative on urban migration—one that had not yet been widely examined.
While studies often focus on cities with high outbound migration due to economic struggles, crime, or environmental issues, little research has examined cities where these problems persist, yet people stay.
The contrast between poor living conditions and low migration rates created a compelling paradox, sparking discussion and making the study highly shareable.
We selected seven key factors to ensure the study was both data-driven and media-friendly, making the rankings credible and easy for journalists to cover.
Campaign Research
We analyzed 50 U.S. cities using data from the U.S. Census Bureau, crime databases, cost of living indexes, and Google search trends to identify cities with poor conditions but low migration.
Factors were weighted by their impact on quality of life, with crime, unemployment, and economic conditions given the most importance.
Using Min-Max scaling, we standardized the data and calculated a composite score from 0 to 100, where higher scores indicate cities that should have higher migration—but don’t.
Results
We secured 19+ media placements, including Nasdaq, Yahoo, Digital Journal, IB Times and more.
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