QR (Quick Response) codes look to be making a wider appearance on travel marketing literature in 2011, with three brands testing the concept this week.
Two UK-based tour operators, Leger Holidays and Kuoni, announced this week that promotional material for holiday sales would feature unique QR codes so consumers can scan the image and be directed to relevant content direct from a mobile smartphone.
The Leger version will appear in three UK daily national newspapers over the coming month, allowing readers to download a 176-page PDF document featuring the operator's range of coach holidays.
The company reckons it is one of the first travel companies in the UK to deploy such technology on marketing literature. Unfortunately for the PR behind the announcement, long haul brand Kuoni also launched its own version this week.
Kuoni has inserted a QR code on all its national press advertising (launched this week to plug a new sale), but on this occasion users are redirected to a site to download the operator's new iPhone application.
Meanwhile, Indian airline Jet Airways is also getting in on the act, launching QR codes across a variety of communication channels including its JetWings in-flight magazine, business cards, press ads and, curiously, its Facebook page.
Content via the QR codes will include latest updates on products and information about services across the airline.