By Robyn Darbyshire | Junior Content Editor

February 23, 2017 | 2 min read

Holidays are all about creating unforgettable moments to reminisce about with loved ones, not taking endless photos you’ll never look at again. At least that’s the idea at the centre of British Airway Holiday’s latest creative social media campaign, #unforgettable.

The campaign brings to life the moments shared between a father and son during their trip to New York, through a beautiful painting commissioned especially for them. The painting, by artist Emma Copley, captures their experience of seeing the New York Knicks together in a unique way that a photograph simply couldn’t.

“At British Airways Holidays we understand how important holidays are for people, and those unforgettable moments that are created are at the heart of our new social campaign. We hope that our recreation of Robert and Connor’s moment will resonate with people and bring to life the lasting impact created from these experiences,” said Matt Armstrong, head of marketing at British Airways.

Rory and Connor were recruited for the campaign after they wrote a review thanking British Airways for a their New York trip. The video is supported by a social media competition inviting people to share their #unforgettable holiday moments, to create a bank of memories to use in the future.

The campaign, devised by Ogilvy & Mather, continues the trend of travel brands such as Airbnb, putting user-generated content at the heart of their creative. It follows British Airways' recent digital campaign that recommends holiday destinations to consumers using an emoji-powered chatbot.

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