The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Stephen Lepitak, -

June 25, 2012 | 2 min read

The successful first weekend of Disney’s latest movie from Pixar, Brave, which is based in ancient Scotland, and brought in $66.7m in its first few days of release, is expected to drive tourism to the country in which the picture is based, according to tourism body VisitScotland.

The 3D picture, which features a Princess voiced by Kelly McDonald, beat out other releases in the US such as Abraham Lincoln: Vampire Hunter and knocked Madagascar 3 off the top spot.

VisitScotland has been working alongside Disney to market around the release of Brave to drive tourism in the States back to Scotland.

A spokesman for VisitScotland said: “VisitScotland recently launched its biggest ever marketing campaign, teaming up with Disney-Pixar with a view to converting Brave cinema audiences into visitors to Scotland. This included our first television adverts in North America for ten years. We are delighted to see that Brave has enjoyed such a hugely successful opening weekend in North America, our most important international market, and we expect to see an increase in the number of visitors keen to see Scotland - the country that inspired Brave - first hand.”

Brave is released in the UK on 17 August.

Disney VisitScotland Brave

More from Disney

View all