Next Campaign Concepts
Two data-led ideas designed for wider editorial reach.
The Most Overrated & Underrated Tourist Attractions.
Which famous attractions genuinely live up to the hype, and which overlooked places deserve far more attention?
This campaign will compare TikTok and Instagram hashtag activity, Wikipedia pageviews and Tripadvisor ratings to measure the gap between an attraction’s online popularity and the experience reported by visitors.
The research will reveal the UK’s most overrated and underrated attractions, alongside individual findings for qualifying cities and regions. The same framework will then be extended across the US and globally, producing state, city, country and category rankings from one core dataset.
By presenting both the overhyped and overlooked sides of the story, the campaign can support travel, lifestyle, consumer and regional pitches across multiple markets, giving journalists a clear local angle rather than relying on one national ranking.
The Cheapest Cities for a Five-Star Weekend.
Where can travellers enjoy a genuine luxury city break without paying the usual five-star price?
The campaign will calculate the cost for two people to spend one night in a genuine five-star hotel and dine at a Michelin-starred restaurant. Several comparable stay dates will be used to reduce the effect of one-off events and seasonal price spikes.
The first study will rank UK cities for the overall cost of a five-star weekend, while also identifying the best-value destinations for luxury hotels and Michelin dining separately. The same methodology will then be applied to the US and a wider global city universe.
One dataset can therefore produce UK, US, global, regional and city stories for travel, personal finance, food, luxury and local press, all built around a simple consumer question: where does a five-star weekend cost less than people might expect?