The agency believes its Brave-themed Discover Scotland campaign could increase tourism in Scotland by £140m a year. VisitScotland has set aside £7m for a global advertising blitz to piggyback on Brave's launch in 72 countries this month, a budget which dwarfs its normal campaign spending. So much so that Scotland's tourism agency is mounting one of the largest marketing campaigns in the industry's history to exploit Brave's global appeal and harness the reach of Disney, the multibillion-dollar entertainment giant which earned $40bn (£26bn) last year.
Pixar's 13th title is its first with a female lead, and with its heroic themes focusing on a rebellious, bow-wielding girl, voiced by the Trainspotting supporting actress Kelly Macdonald, some suggest it may even be a feminist epic.
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