Bmibaby has won an award at the Econsultancy Innovation Awards after getting thousands of tourists to share photos of their holidays.

The low cost airline's social media strategy won the Innovation in Travel and Leisure title.

This award is the result of an ongoing campaign using the social networking site Instagram, which shares photos with users worldwide.

Bmibaby's innovative #myeurope Instagram campaign saw more than 26,000 pieces of user-generated content uploaded since its launch and generated huge interest in bmibaby’s European destinations.

Econsultancy’s annual Innovation Awards shines a light on the finest creative thinking across the digital industry. This year more than 450 companies entered the awards.

Julian Carr, managing director, bmibaby, said: “It’s a phenomenal response rate for an online campaign, especially for one where users actively have to participate by creating, uploading and tagging an image.

“Each month, we focus on a different bmibaby destination to generate interest. The Spanish month of the campaign, which has hit 5,000 entries, is about to draw to a close and has been a great success."

The e-consultancy judges said: "The bmibaby campaign started by seeding the campaign among Instagram’s super users in Italy, Germany and Holland, who helped to raise awareness. The offline aspects of the campaign were brilliant, with meet-ups and a photography exhibition that generated coverage in more than 100 publications.”

The campaign was supported by bmibaby's social media agency - Rabbit.

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