Similar to other augmented reality and QR technologies, the viewer downloads the Aurasma app to their phone to scan the advert, bringing it to life with a video and a range of options such as requesting a brochure and 'liking' its Facebook page as well as a button to call the company.

Kuoni head of marketing Naomi Wilkinson said: "With a significant proportion of our online traffic coming from smartphones and tablets, augmented reality felt the next logical step in creating a seamless multi-channel experience for the Kuoni customer. Customers have shown us that they interact with Kuoni in multiple ways, across all channels and augmented reality helps to facilitate this journey in a fun and engaging way."

The campaign will appear in a range of newspapers and magazines, escalator panels at London Underground stations as well as outdoor sites in London, Bristol, Liverpool, Sheffield, Leeds & Stratford, Manchester, Bath, Maidstone and a digital banner at Westfield Stratford City, although the digital interactivity features will not be supported for outdoor.