VisitScotland to boost ties with Disney to promote tourism

New Zealand’s boost from the “Lord of the Rings” trilogy comes to mind, as does the increase in travel to the Greek islands showcased in “Mamma Mia.” But can a movie aimed at children have the same impact?

  29/03/2012 09:55

The influence of children in vacation decision-making is well documented. In fact, according to a 2011 survey by Peter Yesawich, vice chairman of marketing firm MMGY Global, almost 70% of respondents said kids help plan family vacation destinations and activities.

VisitScotland is hoping that the Disney/Pixar magic will be repeated in the upcoming animated film “Brave,” which is set in the Scottish Highlands. The movie, opening in the U.S. in June, is the focus of a nearly $11 million global marketing campaign promoting tourism to Scotland based around the movie’s release.

The campaign will include such joint activities as movie-theater and TV ads in North America as well as Europe and Britain.

“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,” said VisitScotland Chairman Mike Cantlay.

“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,” Cantlay said.

That new audience, presumably comprising families with young children, would represent a shift from Scotland’s more traditional target market of adult travelers interested in history and outdoor pursuits.



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