TTA Worldchoice is testing out a new consumer marketing technique for smart phone users as part of its new lates campaign. The travel agency consortium’s marketing materials will feature ‘quick response’ (QR) codes, which are similar to bar codes and can be scanned in by cameras on smart phones. The codes will feature on window banners and A5 postcards being used as part of the lates campaign. The marketing materials will also invite customers to go into their travel agency or to a microsite, mylocaltravelspecialist.co.uk. Smart phone users who scan the code will be directed to the microsite and those who register their details will be entered into a prize draw to win £1,500 worth of holiday vouchers. QR codes are currently being used by some travel companies for marketing purposes but have yet to be widely adopted by the industry. Depending on the phone type, the codes direct users to a website, electronic business card called a vCard or to a phone number. Group marketing director Eleanor Sheppard believes it could be the first time they have been used for a travel agency marketing campaign. She said: “This is a relatively new marketing technique and we don’t believe that QR codes have been used in this way in travel retailing before, so it will be interesting to see the level of response we have.” Sheppard said the microsite had been set up with the aim of collecting customer details which could then be passed on to travel agency members for marketing purposes. The campaign uses aspirational images with themes such as all-inclusive deals, destinations, and activities. Tag lines on marketing posters include: All-inclusive deals to last minute steals; From Zanzibar to not too far; and From hire car rides to water park slides.
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