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. Extending the framework across the UK, US and global markets creates more national and regional pitch routes, maximising the number of relevant stories we can take to press.
By presenting both the overhyped and overlooked sides of the story, the campaign can appeal to travel, lifestyle and consumer media, while every qualifying city, state, country and category can generate its own local headline.
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. Rolling out dedicated US and global editions gives the campaign additional news moments and extends its reach across more markets to maximise results.
This approach opens distinct angles 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?