Disney and VisitScotland form marketing partnership to attract more tourists to the highlands.
A global marketing campaign promoting Scottish tourism is to be based around the launch of Disney/Pixar’s forthcoming animated film, Brave.
VisitScotland’s £7m campaign will be its biggest yet and the first time that Disney has linked up with a country’s tourism organisation on such a scale.
The campaign is currently in development, but promises to showcase Scotland’s scenery, humour and culture. It will feature TV and cinema advertising in the UK, Europe and the US, supported through PR, digital and events marketing, including premiers and screenings that will continue until the film’s DVD release.
Mike Cantlay, chairman, VisitScotland, said: “This is an incredible opportunity to extend the reach of VisitScotland’s marketing activity across the world. This film will be shown in more than 70 countries across the world and will give us the opportunity to convert cinema-goers into visitors in the biggest campaign VisitScotland has ever launched.”
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Mr Cantlay said he expected the new Disney/Pixar to give Scotland even bigger exposure than Mel Gibson’s Braveheart amid challenging times for the tourism industry.
He said: “It’s been a tough trading environment for anyone in tourism, for anyone in any business frankly.
“But Scotland, and the Highlands and Islands in particular, have been remarkably resilient when you consider how really, really tough tourism is around the world.”
Tricia Wilber, of the Walt Disney Company, said: “Brave takes its inspiration from the majesty and mystery of Scotland, and features the voices of many much-loved Scottish stars.
“So it’s fitting to create a global campaign with VisitScotland to further bring to life the iconic Scottish landscapes and folklore that inspired the film.”
Scots actress Macdonald provides the voice for Merida, while Robbie Coltrane voices a lord called Dingwall – the name of a town in Ross-shire in the Highlands.
VisitScotland hopes to bring a return on investment of around £140m. The body claims that on average, for every £1 invested in marketing, Scotland sees a return of £20.