Felicity Long
In this space, we occasionally note the impact a popular film can have on tourism to the featured destination. New Zealand’s boost from the “Lord of the Rings” trilogy comes to mind, as does the increase in travel to the Greek islands showcased in “Mamma Mia.” But can a movie aimed at children have the same impact?
When she was 9, my daughter became obsessed with Hawaii because of the Disney animated film “Lilo & Stitch,” so I have learned to keep an open mind about the subject. Did her interest in Hawaii actually inspire us to travel to the Islands all the way from the East Coast? Yes, several times, and this should come as no surprise to those who follow family travel trends.
The influence of children in vacation decision-making is well documented. In fact, according to a 2011 survey by Peter Yesawich, vice chairman of marketing firm MMGY Global, almost 70% of respondents said kids help plan family vacation destinations and activities.
VisitScotland is hoping that the Disney/Pixar magic will be repeated in the upcoming animated film “Brave,” which is set in the Scottish Highlands. The movie, opening in the U.S. in June, is the focus of a nearly $11 million global marketing campaign promoting tourism to Scotland based around the movie’s release.
The campaign will include such joint activities as movie-theater and TV ads in North America as well as Europe and Britain.
“This film will be shown in more than 70 countries across the world and will give us the opportunity to convert cinema goers into visitors in the biggest campaign VisitScotland has ever launched,” said VisitScotland Chairman Mike Cantlay.
“There are very few tourism destinations that get to work so closely with the world’s largest entertainment companies, and this gives us an unprecedented opportunity to put Scotland on the worldwide stage with a whole new audience,” Cantlay said.
That new audience, presumably comprising families with young children, would represent a shift from Scotland’s more traditional target market of adult travelers interested in history and outdoor pursuits.
View a trailer for the movie below.