02/03/2012 - VisitScotland and Disney/Pixar in tie-up for unique marketing campaign

Scotland’s tourism body VisitScotland has teamed with Disney/Pixar for new animated film Brave that features a stellar British and Scottish voice cast. Directed by Mark Andrews (Ratatouille) and Brenda Chapman (The Prince Of Egypt), based on a script by Chapman and Irene Mecchi (The Lion King), the film taps into Scotland’s history of epic battles and mystical legends and follows the flame haired courageous Merida, who confronts tradition and challenges destiny to change her fate. Scottish darling Kelly Macdonald voices Merida and other voices include Emma Thompson, Billy Connolly, Julie Walters and Robbie Coltrane.

This is the first time that Disney has joined hands on a big scale with an individual country’s tourism organisation. Ahead of the film’s August release, a joint marketing campaign will include multi-media activities such as joint television and cinema advertising across the UK, North America and Europe, PR opportunities, digital marketing and events including premieres and screenings. The campaign will showcase Scotland’s scenery, humour and culture.

VisitScotland Chairman Mike Cantlay said, “This film will be shown in more than 70 countries across the world and will give us the opportunity to convert cinemagoers into visitors in the biggest campaign VisitScotland has ever launched.”

Andrews said, “Brave is an amazing magical adventure with larger than life characters – including Scotland itself. During our research, we learned that everything in Scotland tells a story - every stone, tree, mountain – which is why we are so proud that this beautiful country is the backdrop of our film.”