Agency: Geometry Global
Category: Leisure & Entertainment
The majority of travellers are keen to visit Scotland but because they know its natural and cultural assets will still be there next year, and the next, there's no great urgency to plan a trip now. The ongoing challenge for VisitScotland (VS) is therefore to bring Scotland as a travel destination front-of-mind.
When the release of Disney•Pixar's "Brave" was announced, VS immediately saw a golden opportunity to work with Disneymedia+, leveraging the film's Scottish setting, global appeal and large footprint to activate positive interest for Scotland, around the world, especially in VS's four key European markets. Though the film's summer-to-late-summer rollout would limit its impact on travel in 2012, "Brave" offered an excellent fit with the upcoming Year of Natural Scotland (a key VS marketing theme for 2013). Plus, with research showing that VS's key international markets have a planning and booking cycle of up to 12 months, this was an opportunity to accelerate travel planning for 2013 and beyond.