We already had a fundamental understanding of who hoppa’s competitors were and what they were – or rather were not – doing content-wise. On top of this, we heavily researched into the stories that were resonating with our target online publications and audience, to increase the likelihood of pick up. An angle was devised to focus around the social media led side of holidaying: a hot topic with a wide-range of publications.
Using Instagram as our sole data source, we took the 50 most visited tourist destinations in the world, grouping photos taken in each location by categories which included: selfies, food, couples, landscapes and many more. Our aim was to generate headlines such as ‘the most ‘liked’ and ‘selfied’ holiday destinations on Earth’. This became ‘Insta-Holidays’.
Data was captured manually before being passed over to addmustard’s design department, where a selection of eye-catching graphics were created. Working with hoppa’s internal team, these graphics were placed on-site, surrounded by text-based content providing further insight into this innovative travel study.