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VisitScotland and Disney announce joint marketing campaign for Pixar’s “Brave”

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By John Glenday | Reporter

March 2, 2012 | 2 min read

VisitScotland and Disney have announced that they are to collaborate on a joint marketing campaign around Pixar’s latest cinematic release, which happens to be set in the Scottish Highlands.

Brave tells the tale of flame haired heroine voiced by Kelly MacDonald who must ‘challenge destiny to change her fate’. As the latest release from the same stable which brought us Toy Story and Up VisitScotland harbour high hopes that the flick can repeat the appeal of Braveheart in the 1990s.

The tie up will see work begin immediately to create a global marketing campaign around the title, which is scheduled for release this summer, whilst promoting Scottish tourism.

Included in the deal will be joint TV and cinema advertising, PR opportunities, digital marketing and events with tourism bosses hoping the flick can pull in the crowds not just to the theatres but to Scotland’s hotels and beauty spots.

VisitScotland Chairman, Mike Cantlay, said: “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 across the world and will give us the opportunity to convert cinema goers into visitors in the biggest campaign VisitScotland has ever launched.

“There are very few tourism destinations that get to work so closely with the world’s largest entertainment companies - and this gives us an unprecedented opportunity to put Scotland on the worldwide stage with a whole new audience.”

Tricia Wilber, chief marketing officer, The Walt Disney Company Europe, Middle East & Africa said: “Brave takes its inspiration from the majesty and mystery of Scotland, and features the voices of many much-loved Scottish stars, so it’s fitting to create a global campaign with VisitScotland to further bring to life the iconic Scottish landscapes and folklore that inspired the film.”

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