The Royal Air Force (RAF) is using the latest digital technology – Augmented Reality – in the new welcome pack for the re-launch of its Altitude online club.

The Altitude website is targeted at 13 to 18 year-olds in full time education and provides information about life in the RAF. The RAF is targeting existing members of the original Altitude CRM program who have re-registered on the new site – www.raf.mod.uk/altitude, as well as 13-18 year olds who have an interest in the RAF, and have gone online and completed the registration for the first time.

The welcome pack was designed by digital and direct agency TMW, which was commissioned by Central Office of Information (COI) on behalf of the RAF.

As the young target audience is media and technology savvy, TMW created an interactive pack with outer packaging, a letter with personalised membership card and a small Augmented Reality card. When recipients go to the URL on the card and hold the card up to a webcam, they can see and interact with a projected 3D model of a Red Arrows aircraft, while watching an exclusive interview with one of the world-famous Red Arrows Pilots.

In addition, the magic symbol in the centre of the card acts as code: anyone who deciphers what it means is entered into a free prize draw to win an Altitude-branded iPod nano and sock.