A new QR code-integrated billboard campaign for the University of Bristol is currently targeting UK rail passengers. The 48-sheet advertisements are on display in Birmingham New Street and London Paddington stations and feature smartphone-scannable QR codes in the shape of the Clifton Suspension Bridge in Bristol.

Outdoor advertising company Out of Home International, employer branding service provider TPM Worldwide and advertisement design firm Peloton Design teamed up for the campaign.

"Whatever we did to get the message out there had to live up to the extremely high academic standards and overall world-class reputation of the university – hence the rather clever use of QR code in the design creative and the use of the design out of doors," says the University of Bristol's director of communications and marketing, David Alder.

"We're aware that this is pushing the boundaries a bit in terms of how QR code can be used, and we're pretty excited. We hope people like it."

The adverts will be on display for six weeks and are intended to draw attention to additional places available at the University of Bristol for the 2012 academic year.