Norway in Brave-like tourism tie-in with Disney's Frozen
- 31 January 2014
- From the section Highlands & Islands
Norway has followed Scotland in launching a tourism marketing campaign alongside the release of a Disney film.
VisitScotland has spent £7m on a joint marketing campaign with Disney for the 2012 animated feature Brave, which was set in Scotland.
VisitNorway has a similar campaign that ties in with Frozen, an adventure about two sisters called Elsa and Anna.
The film was influenced by Norway's landscape and also Hans Christian Andersen's story The Snow Queen.
Frozen was released in cinema's last month.
Last year, VisitScotland said Scotland was seeing the benefits of its multi-million pound global marketing effort.
The tourism body said part of the activity in its joint marketing campaign with Disney had reached 505 million people worldwide.
VisitScotland said the first of thousands of people had started coming to Scotland because of Brave.
The visits are forecast to generate £120m over five years for the economy.
Over the next 10 years, Brave is expected to generate more than £140m in business for Scotland, according to VisitScotland.
Malcolm Roughead, chief executive of VisitScotland, said: "We are delighted to see VisitNorway following in VisitScotland's footsteps by teaming up with Disney and selling their country on the back of an animated movie.
"Brave was a worldwide phenomenon that captured the imagination of millions.
"It was inspired by - and captured the essence of - the real Scotland."