The £7m marketing tie-up marks the first time Disney has teamed up with a country’s tourism board, to this scale, around the launch of one its movies.
Released in the UK in August, Brave is set in the Scottish 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.
It is hoped the marketing push will boost Scotland’s tourism trade, which saw 100,000 fewer overseas visitors during 2010, according to the International Passenger Survey. VisitScotland estimates the campaign will generate more than £150m in retrun-on-investment.
Mike Cantlay, chairman at VisitScotland, says: “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.”
The tie-up was negotiated by Disneymedia+, The Walt Disney Company’s integrated marketing solutions group.