Marketing gurus at VisitScotland are celebrating after striking gold at the prestigious Marketing Society Scotland Star awards in Glasgow, held on Thursday evening.
The national tourism organisation’s promotion of Scotland on the back of the Disney Pixar film, Brave, claimed the top honour in the Tourism, Leisure and Sport category.
The unique global marketing campaign was announced on the 1st March last year to promote Scottish tourism around the then much-anticipated Disney•Pixar film “Brave”, which is set in the Scottish Highlands and features some of Scotland’s biggest stars..
The partnership marked the first time Disney had teamed up on a large scale with a country’s tourism organisation around the launch of one of its films, with the global marketing campaign centred on the animated adventure.
Marketing activity included multi-media activities such as joint TV and cinema advertising across the UK, North America and Europe, PR opportunities, digital marketing and events including premieres and screenings that continued through the film’s home entertainment release. The campaign saw Scotland’s scenery, humour and culture showcased on an unprecedented scale and helped to position Scotland on the world stage in a way not seen since “Braveheart”.
Malcolm Roughead, Chief Executive of VisitScotland, said: “We develop inspirational marketing campaigns based on knowing our potential visitors inside out and these Star Awards are fantastic recognition for our hard work.
“Brave was, and continues to be, an incredible opportunity to extend the reach of VisitScotland’s marketing activity across the world. The film was shown in over 70 countries across the world and gave us the opportunity to convert cinema goers into visitors in the biggest campaign VisitScotland has ever launched.
“There are very few tourism destinations that get to work so closely with the world’s largest entertainment companies - thus, an unprecedented opportunity to put Scotland on the worldwide stage with a whole new audience was created.”
“I would like to congratulate everyone in VisitScotland who worked on this campaign, it was a real team effort and it’s down to these people that we have had such tremendous success.”
Recent research has shown that a third of people who have logged on to visitscotland.com/brave website have been inspired about visiting Scotland. Adventures by Disney, the dedicated tour operator for the Disney Corporation, has also reported sell out, nine day tours of Scotland that highlight and showcase areas depicted in the film. It is anticipated that the volume of interest in Scotland on the back of Brave will help to generate around £140 million for the Scottish economy.
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Notes to Editors:
- Follow us on twitter: @visitscotnews
- VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
- The organisation has three key roles:
- To market Scotland to all parts of the world to attract visitors
- To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
- To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations
- VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
- The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
- 2014 is the year Scotland welcomes the world, when it hosts the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and more than 800 Homecoming events throughout the country.For more information on Homecoming Scotland 2014, go to www.visitscotland.com
- The VisitScotland Information Centre network is a unique face-to-face channel engaging with around five million visitors and locals each year. Everyone who uses a VisitScotland Information Centre goes on to spend an additional £5.35, generating over £24 million for Scotland’s economy.
- According to a recent Deloitte study, tourism employs 270,000 people in Scotland in 20,000 diverse businesses. The same study calculates that the industry contributes £11 billion annually (direct and indirect impact, including day visits) and supports around 10 per cent of employment in Scotland. Almost 16 million tourists take overnight trips to Scotland.
- For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/
- Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
- For holiday information on Scotland go to www.visitscotland.com
- For information about business tourism in Scotland go to www.conventionscotland.com
- For more information on VisitScotland’s annual review please go to www.visitscotland.org/about_us/our_focus/annual_report.aspx