The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

June 19, 2012 | 2 min read

VisitScotland has announced the launch of its largest ever marketing campaign, featuring a new TV and cinema advert, a new website and promotional events, working alongside Disney Pixar and upcoming film Brave.

The activity launch coincides with the world premiere of the film, which took place last night in Hollywood Boulevard.

As well as taking place in the UK, the activity will also run in countries across Europe and in the US – the first time an advert for Scotland has aired in North America for ten years.

The TV and cinema campaign will reach around 80 million people in the UK and abroad and is expected to boost the Scottish economy by around £140m.

Using the theme “Scotland. Where legends come to life.”, the 30 second TV ad will be voiced by neil Oliver and will be translated into French, Spanish, German and Italian.

Mike Cantlay, chairman of VisitScotland, said: “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. This is one of the biggest opportunities we have ever had and Brave will be shown in 72 countries across the world. The film is about changing your fate and I believe it will change the fate of Scottish tourism in a significant and positive way.”

As well as the ad, there will also be a worldwide prize-draw to win a luxurious four-day trip to Scotland.

Alex Salmond, First Minister, commented: “Tourism is worth £11bn to Scotland, employs 270,000 people and is one of the industries bucking the economic downturn - with visitor figures increasing by 9% last year. The fact that we are seeing growth in visitor numbers from America means that this couldn’t be a better time to promote Scotland in conjunction with the largest entertainment company in the world. Not only will this have a significant short-term impact, there is a legacy for the future with families being inspired to come to Scotland for years to come.”

Disney VisitScotland Brave

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