Promoting through collaboration


A global marketing campaign promoting Scottish tourism is to be based around the launch of Disney/Pixar’s forthcoming animated film, Brave.  Set in the Scottish Highlands, Brave is to be released in August 2012.

VisitScotland, the national tourism organisation, is involved in a £7m campaign which will be its biggest yet and the first time that Disney has linked up with a country’s tourism organisation on such a scale. This collaboration is using the high profile of Disney/Pixar to attract a new audience to the potential of Scotland as a tourist destination.   (BBC, 2nd March 2012)

This method of promotion is used in many different industries, but an important element is to ensure a good ‘fit’ between the product being promoted and the collaborator.  JD Sports, the UK’s leading retailer of fashionable sports and leisure wear, has developed a reputation for stocking exclusive and stylish lifestyle products.  Its cutting-edge promotional campaigns featuring celebrities such as Tinchy Stryder and N-Dubz are designed to attract young consumers who share that lifestyle.

JD’s distinctive promotional activities help to maintain its leading market position.  They attract exclusive arrangements with high profile manufacturers, as well as helping to build its customer base.

The marketing campaign between VisitScotland and Disney has similar aims.  Its chairman Mike Cantlay said: ‘This is an incredible opportunity to extend the reach of VisitScotland’s marketing activity across the world.  The film will be shown in more than 70 countries across the world and will give us an unprecedented opportunity to put Scotland on the worldwide stage with a whole new audience.’

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