• Marketing Week UK, Monday, March 5, 2012 10:32 AM

Walt Disney is partnering with VisitScotland for a £7 million global marketing campaign to promote Scottish tourism around the international release of the Disney film “Brave,” an animated feature set in the Scottish highlands.

It is first time Disney has teamed up with a country’s tourism board, to this scale, around the launch of one its movies. The movie, by the studio’s Pixar division, will be released first in the UK. Promotional activity includes TV and movie deals across the UK, North America and Europe, which will be bolstered by digital marketing and experiential activity.

Mike Cantlay, chairman at VisitScotland, said the movie will be shown in 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.”

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