H&G takes on the challenge of saving the art of the seaside postcard for O2 Travel

We’ve been having a spot of fun and games with O2 Travel – the new European roaming tariff from the fine folk at our favourite mobile network.

Hot on the heels of our (actually on-going, such has been its success) campaign to make them the darlings of Instagram, we’ve teamed up with Kelly Brook to turn her into a latter-day postcard pin-up.

So it was that we grabbed a couple of her personal (never-been-seen-before) holiday snaps and “postcarded” them – working with illustrators to come up with a 1950s style take on the seaside postcard.

They’ve been seen floating across the web with coverage everywhere from the METRO and the Daily Mail to The Sun, HuffPo and the Daily Star. Even the Daily Telegraph got in on the action.

We’ve taken the activity onto O2’s Twitter and Facebook channels, offering punters the chance to share their holiday snap and receive their very own postcard pic over the course of the next couple of weeks.

All-in-all a quick and simple media idea that has got people talking about a roaming tariff. Which is not a bad trick if you can pull it off. And (though we do say so ourselves), the team has done just that.