Scottish Tourism Boost Expected from New Film and Marketing Campaign

A global marketing campaign on an “unprecedented scale” that is expected to “position Scotland on the world stage in a way not seen since [the Mel Gibson movie] 'Braveheart'” is being launched ahead of an upcoming Disney film set in Scotland.

The Walt Disney Company and tourism agency, VisitScotland, are teaming up to promote Scottish tourism around the Disney Pixar film, 'Brave', which is set in the Highlands and features several Scots actors, including Kelly Macdonald, Billy Connolly and Robbie Coltrane.

Says a VisitScotland statement: “This marks the very first time that Disney has teamed up on this scale with a country’s tourism organisation around the launch of one of its films. VisitScotland and Disney will begin working immediately to create a global marketing campaign around the new animated adventure, which is released around the world this summer, and comes from the team behind box office smashes such as 'Toy Story', 'Up' and 'Finding Nemo'.

“This will include multi-media activities such as joint TV and cinema advertising across the UK, North America and Europe, PR opportunities, digital marketing and events including premieres and screenings that will continue through the film’s home entertainment release. The campaign will see Scotland’s scenery, humour and culture showcased on an unprecedented scale and will position Scotland on the world stage in a way not seen since 'Braveheart'.”

'Brave' is directed by Mark Andrews ('Ratatouille' and 'The Incredibles') and Brenda Chapman ('The Lion King' and 'Prince of Egypt'), produced by Katherine Sarafian ('The Incredibles' and 'Lifted;) and scored by Scottish composer, Patrick Doyle.

The film is due out in the UK in August. 

Read more, here, in The Herald.