bmibaby – MyEurope campaign


70,000 images uploaded during campaign and 1500% increase in followers

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Low fares airline bmibaby asked Honey to design a campaign that would a) inspire travelers to fly b) bring bmibaby’s destinations to life c) get across bmibaby’s fun and accessible brand personality but also d) be tactical and flexible enough to promote priority destinations, which often change.


Our concept was myeurope, an on-going campaign where we’d pick bmibaby destinations in rotation, depending on commercial priorities, and encourage Instagram fans to upload and tag inspiring images of each country with the incentive being free flights.

We wanted to build links with key influencers,
and so proposed a series of Instagram exchanges between UK and European Instagramer groups. Finally, we wanted to capture all the visual content being produced by Instagramers and showcase it on the bmibaby site as a visual inspiration guide.

Social media campaign

August #miaitalia (my Italy) – We launched the campaign to showcase bmibaby’s Venice and Rome routes, working with one of the most active Instagramer communities. For three weeks local Instagram fans had the ability to upload any Italian themed photos under the hash-tag #miaitalia, with the winner being chosen by the community in week four.


We were the first European airline to run a campaign on Instagram. Overall we have had a phenomenal response, with 70,000 images being tagged and uploaded. This made myeurope one of the most successful Instagram campaigns ever. Since the Germany phase finished 7,500 additional images have been tagged #mygermany.

We used the campaign to build bmibaby’s Instagram presence, increasing followers from 200 to 3000+

70, 000 images tagged and uploaded

Increased followers from 200 to well over 3,000