Vouchers were trialled in three areas at the end of last year and high redemption rates have seen big brands such as The National Trust and Alton Towers, as well as local businesses already sign up.

Companies that want to include vouchers take a full-page advert in the directories, which are printed in Italy and sent to 22m homes each year in 174 editions.

Thomson Local spokesman Mark Cox said: "The fact that we are local enables bigger brands to cherry pick key areas, such as central London."

The company will also roll out new features to its online service in the next six months that will enable advertisers to change text and images on the fly.