O2 has launched its first Instagram-based social media campaign, to promote its O2 Travel roaming tariff.

The operator is running a competition for the best holiday photos on Instagram. Pics posted on the social network – or on Twitter – with the #O2Travel hashtag will be judged by graphic designer Mike Kus, with the three best winning a holiday in Milan, Berlin, or Paris.

O2 has also partnered with five high profile Instagram users, sending them each on European trips and publishing the resulting photos through its own Instagram account, which will also be reposting selected competition entries.

“2012 will see the first ever truly social media holidays, as Brits head abroad ready to snap and share their holiday moments,” says O2 general manager of consumer at O2. “Instagram is the place people share those photos which mean that little bit more – special moments which they’ve spent time perfecting, and all delivered via their mobiles. It’s safe to say your phone has truly become as much of a holiday essential as a passport or suncream this summer.”