VisitScotland has launched its biggest ever global marketing campaign, working alongside Disney•Pixar and their animated film Brave. The campaign will showcase numerous locations throughout Scotland through a new TV and cinema commercial, a new website and extensive marketing and events activity.
The campaign will see the airing of VisitScotland’s first TV advertisement in North America for ten years thanks to a major funding boost by the Scottish Government. The timing of the campaign is crucial, with this market showing encouraging signs of recovery. The number of American visitors increased by 15 percent last year and it is Scotland’s biggest overseas market, with more than 400,000 visitors spending $485 million every year.
VisitScotland and Disney have worked together to showcase the country, with images from the film interwoven with real life scenes from Scotland. Landmarks such as the Ring of Brodgar in Orkney, Castle Kilchurn on Loch Awe and Eilean Donan Castle feature in the commercial.
Other marketing activity will feature every part of Scotland based on six key themes, including ancient Scotland, myths and legends, castles, landscapes and forests, clans and culture and wildlife and nature. VisitScotland is working with more than 20 partners across Scotland, from Historic Scotland to Scottish Archery, to further promote the country.
