Some may say that safari travel might be a niche topic, but one commonality it has is that there’s wildlife in almost every corner of the planet.

Go2Africa, a luxury safari outfitter, came to Heroine with a single mission, to gain high-quality links in the U.S. and build it’s brand over in the states. To do this, we created a impactful data study that would appeal to U.S. press while also highlighting Africa as a must-visit destination.

We analysed official tourism figures and government reports on the number of annual visitors to each country and U.S. state. By comparing this number with the current population of each location, we were able to reveal which tourist destinations are experiencing the biggest influx of travellers.

Once we had the data, we were able to visualise the extent of the problem on a detailed world map and U.S. map used in much of the coverage we secured. We also made a top 10 ranking of the most overcrowded countries by comparing the number of tourists to just one local. 

The campaign picked up over 100 links in CNN, National Geographic, Sky News, Daily Mail, New York Post, Forbes and Newsweek with an average DA of 63.