A global marketing campaign promoting Scottish tourism will be based around the launch of Disney/Pixar's forthcoming animated film, Brave to be released in August. The film is set in the Scottish Highlands and features the voices of Scottish personalities Billy Connolly and Craig Ferguson. VisitScotland will invest £7m in the campaign which will be its biggest yet, and the first time that Disney has linked up with a country's tourism organization on such a large scale.
VisitScotland chairman Mike Cantlay told the BBC,"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 and will give us the opportunity to convert cinema goers into visitors in the biggest campaign VisitScotland has ever launched.”
While many destinations have benefited from being the setting for movies, the majority of places leave it to the movie alone to convey the attractiveness of it as a tourism destination. Another option is to leverage the short-lived opportunity presented by the publicity for the initial cinema and video releases of the movie. One of the best examples of this integration that I have seen in recent years was the global integrated marketing campaign launched by Tourism Australia in conjunction with The Movie Australia. VisitScotland would be well advised to take a leaf from Tourism Australia’s marketing plan.