Many Brazilians are unaware that British Airways (BA) flies to other destinations besides the UK. So to raise awareness, BA decided to spread the message at the very moment people considered traveling i.e. in the travel section of a book store.
To know the price of the books people at the book store had to scan them on a barcode reader. That is when these potential BA travellers received the message from the airline informing them to fly to other destinations with them.