VisitScotland ties up With Walt Disney For a Biggest Tourism Campaign
VisitScotland is partnering with Walt Disney for a biggest campaign that the country have ever launched. This global marketing push is to promote Scottish tourism around the international release of Disney’s highlands-set animated film, Brave.
The £7m marketing tie-up marks the first time Disney has teamed up with a country’s tourism board, for launching one of its movies. Released in the UK in August, Brave is set in the Scottish highlands (for information on holidays in scotland highlands) and features characters voiced by Billy Connolly and Kelly Macdonald among others. It has been produced by Disney’s animation studio, Pixar, who also created Toy Story, Up and Finding Nemo.
Activity will include strategic TV tie-ups and cinema deals across the UK, North America and Europe, which will be bolstered by digital marketing and experiential activity.
What Scotland aims through this campaign is to attract more oversea’s visitors, which the country found a great decline in the year 2010. VisitScotland estimates the campaign will generate more than £150m in retrun-on-investment (ROI). The country sees this partnership campaign as a great opportunity since, the film will be shown in more than 70 countries across the world. Scotland also hopes to convert all those cinema goers into visitors through this campaign.