Leger Holidays, the escorted tours operator that has a large grey market clientele, is pioneering new QR code technology in its latest press advertising.
The 2D bar codes are being included in advertising allowing customers to download all 176 pages in its latest Experience Europe 2011 brochure to their handsets.
The codes are appearing in adverts in major national newspaper titles including the Daily Mail, the Daily Telegraph and the Daily Express from this month.
The technology enables smartphone users to downloads details of all 182 tours that feature in the brochure in a PDF format.
It was developed with technology specialists Flipping Travel Brochures and Leger clams it is the first travel company in the UK to use this technology in this way.
Paul Green of Flipping Travel Brochures said: “A lot of e-brochures that are already out there depend on applications that are specific to certain devices in the smartphone family.
“The beauty of this version is that it’s available in a format which can be accessed by all – it’s far more universal.”
Michael Rhodes, eCommerce Manager for Leger Holidays said he was expecting an “overwhelming response”.
He said: “Looking through all our tours has never been this easy; potential customers will be able to pick up and put down the brochure remotely whenever they like.
“It’s going to be a real catalyst for developing interest and will prove invaluable as a customer service initiative.”
> View a pdf version of the Leger print ad