🔥 Top PR Campaigns of the Week

This Week’s Standout PR Campaigns

1. Really Bad Photographer Trip​
​As seen in: Time Out​

Icelandair launched the “really bad photographer” campaign offering one non-photographer a 10-day all-expenses-paid trip to Iceland plus $50,000 (about €43,000) in exchange for sharing the amateur photos and videos they take, aiming to prove even poor photographers can capture Iceland’s landscapes; entries open at reallybadphotographer.com through 30 April 2026.

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​What we like about this campaign

It's a playful PR stunt that flips the usual travel photo brief. It’s simple, surprising, and easy to explain - the kind of idea journalists and social audiences instantly get. Plus - it's slightly weird, and has a sense of humour to it.

2. Family-Friendly Places Ranking​
​As seen in: Mirror​

Oxford Home Schooling commissioned research using Ofsted ratings, school place availability and housing affordability to rank English areas as best or worst places to raise children; the findings were shared with national press, highlighting North Lincolnshire as best and Lewisham as worst to prompt local interest and coverage.

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​What we like about this campaign

Original research tailored for mainstream media is a classic earned-media play — it sparks local stories, debate and shareable headlines. Journalists and parents respond to ranked lists with practical implications, giving the brand visibility and authority on schooling choices.

3. Škoda DuoBell​
​As seen in: Daily Mail​

Škoda created the DuoBell, a mechanically tuned bike bell that rings at two specific frequencies (750Hz and 780Hz) claimed to penetrate active noise‑cancelling headphones. Backed by acoustic tests with the University of Salford and street trials with Deliveroo riders, the idea was framed as a simple analogue safety stunt to generate media coverage and public discussion about cyclist–pedestrian collisions in cities.

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​What we like about this campaign

This is a really interesting PR stunt with a clear, visual idea. It's a playful product tweak, backed by acoustic research, that’s easy to explain and can make for an engaging film - surprising, shareable, and a great chance to create a conversation about urban safety.

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📣 Top PR Opportunities

News Hooks for PR Campaigns

1. Michelin Guide launches Great Lakes edition​
​As seen in: Parade​

Michelin will publish a Great Lakes guide in 2027 covering Cleveland, Detroit, Indianapolis, Milwaukee, Minneapolis and Pittsburgh, awarding stars, Bib Gourmands and Green Stars.

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​Why have we flagged this?

Regional restaurants and tourism bodies can leverage Michelin attention for campaigns tied to food tourism, sustainability and diverse Midwestern dining scenes.

Angles to explore

Travel booking apps like Hopper could analyse flight and hotel search-to-book rates for the six cities to see whether guide-related announcement spikes convert into planned trips for 2027 dates.

Restaurant reservation platforms such as Resy could examine waitlist volumes, booking lead times and cross-city bookings to see if diners are pre-emptively targeting likely Michelin-worthy neighbourhoods in those cities.

Car rental firms like Enterprise could analyse one-way and weekend rental patterns between the six cities to see if the announcement is creating early signs of multi-city ‘Great Lakes food road trips’ planning.

2. Airlines are raising bag fees as fuel prices surge​
​As seen in: Reuters​

Reuters reported that American Airlines and Alaska Air raised checked-bag fees, following similar moves by other carriers as jet fuel prices climbed sharply.

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​Why have we flagged this?

This is a useful travel-cost story because it turns abstract fuel inflation into something consumers feel directly. It gives travel, luggage, insurance, payments, and booking brands a timely hook around the real cost of flying, traveler trade-offs, and summer travel planning.

Angles to explore

Luggage brands like Samsonite could analyse cabin-bag and underseat product demand to see whether higher checked-bag fees are nudging travelers toward smaller cases and “no-check” packing behavior.

Travel booking apps like Hopper could examine whether total trip abandonment rises when ancillary fees increase, especially on short-haul leisure routes where baggage costs make up a bigger share of the final spend.

Travel insurance providers could analyse claim categories or customer-service queries to see whether fee pressure is pushing more travelers toward tighter itineraries, lighter packing, and higher disruption sensitivity.

3. Vinted reports a 38% jump in revenue
​As seen in: Reuters​

Reuters reported that second-hand fashion platform Vinted grew revenue by 38% in 2025 to €1.1 billion, alongside a 47% rise in gross merchandise value to €10.8 billion.

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​Why have we flagged this?

This is a strong consumer and lifestyle trend hook because it reinforces the continued mainstreaming of resale, not just in fashion but across adjacent categories too. It creates room for brands to explore value-seeking, circular consumption, decluttering, side-income behavior, and second-hand normalization.

Angles to explore

Wardrobe apps or resale platforms could analyse how often users are listing items to fund new purchases, revealing whether resale is increasingly acting as a budgeting tool rather than just a sustainability behavior.

Fashion retailers with pre-owned programmes could examine whether resale activity spikes around seasonal wardrobe changes, showing how consumers are offsetting the cost of new-season buying.

Payments or personal finance brands could analyse whether peer-to-peer selling is becoming a more common supplementary income behavior during periods of higher household cost pressure.

🙌 Until Next Week

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​Aleyda Solis From Trending Campaigns​