Disney in marketing drive for Scottish adventures
May 31, 2012 by Lyndon
Film giant Disney is encouraging families to embark on a Scottish adventure with the company as part of a huge marketing drive to push its newest feature film, Brave.
Pixar’s Brave is an animated film set in Scotland and featuring the voices of several prominent Scottish actors, including Robbie Coltrane and Billy Connolly. Disney is working in conjunction with Visit Scotland, the organisation responsible for tourism in Scotland; and the Scottish Government. Collectively, the organisations plan to spend around £7 million marketing the newly created Disney Adventures scheme to potential customers.
Disney Adventures plans to target families when advertising their trips to Scotland, which are set to cost around $5,000 per person. Visit Scotland already invest heavily in promoting the attractions of the region to visitors and work across a variety of media, from creating TV adverts to producing leaflets and booklets by working alongside brochure printers.
Aberdeen’s Dunnottar Castle is one of the locations on the itinerary for visitors embarking on a Scottish Disney Adventure, alongside trips to Loch Ness, the Isle of Skye and a visit to Aviemore. The trip also features activities that tie in with the plot and characters in the film, Brave. A Disney spokesperson talked about the adventure, saying:
“Our trip-planning specialists worked directly with the expert storytellers on Pixar’s “Brave” production team to incorporate the castles, landscapes and legends that inspired the lush settings and memorable characters in the film – creating a Scotland experience that could only come from Disney.”
Brave is set to premiere in Europe next month at the Edinburgh International Film Festival and Disney’s marketing collateral is sure to be visible around the time of the showing.