Disney/Pixar pair up with VisitScotland for unprecedented marketing campaign

Brave: The trailer for Disney’s new animation film. Video:  DisneyPixar / YouTube

Brave, a new animated film from Disney/Pixar, is hoped to push Scottish tourist revenue past £1 billion this year, says VisitScotland.

Due to be released in August, the film is set in the Scottish Highlands and features the vocal talents of Scottish actors Billy Connolly, Kelly Macdonald, and Robbie Coltrane.

VisitScotland announced today a global marketing campaign based on the film, designed to promote Scottish tourism. At £7m, the campaign is the organisation’s biggest yet, and marks the first collaboration between Disney and the country’s tourism board.

VisitScotland chairman Mike Cantlay is hopeful the film will boost Scottish tourism during difficult economic times.

“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,” Cantlay said.

Previously entitled the Bear and the Bow, the film depicts the travails of a plucky young red-haired Merida, who seeks to overcome ancient traditions and causes chaos as a result.

PODCAST: Katrina Conaglen and Maxim Lewerenz discuss the merits and disadvantages of VisitScotland’s new campaign. Hosted by Pamela Paterson.