Walt Disney, VisitScotland to Unite Overseas to Fire Up Celtic Passions for Launch of 'Brave'

 Disney/Pixar

LONDON – The Walt Disney Co. has sealed a wide-ranging marketing campaign pact with Scotland’s tourism promotional organization as it prepares to roll out the Disney/Pixar movie Brave internationally.

The film is set in the Scottish Highlands and features a voice cast that reads like a hoots hoot of Scottish stars including Kelly Macdonald, Billy Connolly, Kevin McKidd and Craig Ferguson, the Scot who took U.S. citizenship and hosts The Late Late Show in the U.S.

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VisitScotland claims the marketing hook-up marks the first time Disney has teamed up on this scale with a country’s tourism organization for the launch of one of its titles. It and Disney aim to create a global marketing campaign around the film set to roll out around the world this summer.

Multimedia activities such as joint TV and cinema advertising across the U.K., North America and Europe; PR opportunities; digital marketing; and events including premieres and screenings are among the arrows in their marketing quiver.

The campaign will see Scotland’s scenery, humor and culture showcased on an unprecedented scale and will position Scotland on the world stage in a way not seen since Braveheart, according to VisitScotland.

Tricia Wilber, chief marketing officer of the Walt Disney Company Europe, Middle East & Africa said, “Brave takes its inspiration from the majesty and mystery of Scotland and features the voices of many much-loved Scottish stars, so it’s fitting to create a global campaign with VisitScotland to further bring to life the iconic Scottish landscapes and folklore that inspired the film.”

For VisitScotland chairman Mike Cantlay, the opportunity is not to be missed.

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“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,” Cantlay said.

Brave co-director Mark Andrews said: “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.”

The movie details the story of a young flame-haired heroine and skilled archer who confronts tradition and challenges destiny to change her fate.

Emma Thompson and Robbie Coltrane also lend their voices to the cast.

Directed by Andrews and Brenda Chapman (The Lion King), Brave is produced by Katherine Sarafian and scored by Scottish composer Patrick Doyle.

The film is readying itself for a U.K. rollout in August and will be presented in Disney Digital 3D in select cinemas.

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