Thomson has become the latest in a growing list of tour operators to run an interactive print campaign, which allows customers to view video content on their smartphones.
Viewers can watch videos of hotels and resorts by hovering their smartphones over images in newspaper ads, which have been created using Aurasma technology. The Aurasma app recognises images and symbols and uses them to deliver images, webpages or audio.
Interactive ads featuring Thomson's Sensatori hotel in Tenerife have appeared in the travel section of the Times and The Guardian and are scheduled for future use, said the company.
Saga Holidays became one of the first UK travel companies to use the Aurasma technology late last year, closely followed by Kuoni.
Thomson said videos would continue to be used in future print advertising and, if successful, it plans to roll out the technology across further communication channels including retail POS, brochures an direct mail.
By Linsey McNeill
Wednesday, February 1, 2012