New research ranks world’s spookiest places!

The team quickly grouped together to research campaigns that do well over the spooky season. We needed the campaign idea to translate well across English and Spanish speaking countries, so any country specific ideas were chopped, leaving us with a few campaigns that would work for our clients target media. We also needed to make sure that the campaign could be linked back to the travel industry.

And so, The World’s Spookiest Places campaign was born! 👻

Google News, we scraped data from news articles listing the worlds spookiest places. We a̶d̶d̶e̶d̶ ̶e̶a̶c̶h̶ ̶t̶o̶ ̶o̶u̶r̶ ̶c̶a̶u̶l̶d̶r̶o̶n̶ inputted each location into a spreadsheet, and used the locations mentioned the most to form the top 10 rankings.

In the space of two weeks we managed to plan, launch and evaluate this seasonal campaign which landed links in Yahoo News, Spanish media titles, and UK regionals.

• 62 average domain rating of titles that linked
• Coverage and links secured across Spanish and English speaking titles
• 45.6K lifetime views (based on audience reach and social engagement rate)
• 2.56M combined total of publication-wide audience figures for all outlets featuring coverage

Not bad for a 2 weeks turn around!