The Barcode Reader Ad impacted people who were in fact planning a trip for destinations other than UK. Exactly the ones that British Airways needed to reach. With the Barcode Reader Ad, they became aware that British Airways offered flights to the destination they were planning to go and were told where to look for the tickets (at the website).

In only 3 months with the Barcode Reader Ad in the stores, we reached 93.617 people at the 13 bookstores. The British Airways http://www.ba.com website had an 25% increase of unique visitors. And British Airways got US$20,7 million in sales during the campaign.