Leo Burnett Invents Temporary Tattoos that Scan Like QR Codes

Ink with a digital touch for Thai tourism

Headshot of Angela Natividad

At international tourism expos, competition to attract attention from foreign tourists is high—and most vendors still rely on flyers to get the message across.

So, the Tourism Authority of Thailand came up with a different way to ensure people walked away remembering them: The Tattoo Flyer, a series of temporary tattoos in a variety of styles that can be scanned like a QR code.

The Sailor Jerry-style tattoos were created with different personalities in mind—sophisticated, creative, street-style—so anyone could find something they liked. When scanned, they drive users to a series of videos that promote different aspects of Thailand.

Created by Leo Burnett, the campaign went live at the CITM Shanghai Expo in Thailand and, the agency claims, is responsible for a 42 percent rise in Chinese tourism directly after the expo. Tattoo flyers will be rolling out at other tourism expos in the year to come.

Don't miss the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience Nov. 16-19. Gain insights from leading sports figures on how they navigated a year of upsets and transformation and what's in store for the coming year. Register

@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.