VisitScotland launched its biggest global marketing campaign today based around the new Disney Pixar film Brave.
The tourist board is hoping to boost Scotland’s economy by £140m with the campaign, which includes adverts, a new website and events activity. As well as the UK market, the campaign will see Scotland’s first advert in North America for 10 years, as well as adverts in France, Germany, Italy and Spain.
“The launch of the new advert represents a pivotal moment in our campaign with Disney. With the advert going live coast to coast, the hard-work can really begin by converting moviegoers and fans of “Brave” into visitors to Scotland,” said Mike Cantlay, chairman of VisitScotland. “This is one of the biggest opportunities we have ever had and “Brave” will be shown in 72 countries across the world”.
Tourism is worth £11bn to Scotland, with visitor figures up 9% last year.