The campaign features the well-known Scottish family The Broons and the character Oor Wullie travelling across Scotland, aiming to encourage residents in Scotland and the north of England to take more day trips and overnight stays during the Spring and Summer period.
The initiative builds on a previous collaboration between VisitScotland and DC Thomson involving the Beano brand, which included characters such as Dennis the Menace, Gnasher and Minnie the Minx. That campaign, launched in 2023 in partnership with ScotRail, resulted in a 44% increase in ScotRail Kids for a Quid ticket sales and more than 2,000 family tickets purchased for Historic Environment Scotland attractions.
This new campaign coincides with the 90th anniversary of The Broons and Oor Wullie, characters that have appeared in DC Thomson’s The Sunday Post for decades. The campaign aims to leverage their cross-generational appeal and align with the growing trend of nostalgia-driven travel experiences.
Through a mix of print and digital advertising across The Sunday Post, Press and Journal, and The Courier titles and websites, the campaign presents Scotland through the perspective of the characters, highlighting a range of experiences including seaside visits, whisky tastings, boat tours and overnight stays in traditional holiday cottages.
The campaign also focuses on promoting lesser-known destinations and off-the-beaten-path experiences, positioning them as part of the domestic travel offering.
This activity forms part of VisitScotland’s broader strategy to increase the value of tourism and events, with domestic tourism identified as a priority segment supporting year-round demand and local communities.
“The Broons and Oor Wullie have been bringing families together for 90 years, so they are a powerful way to cut through with a domestic audience. Working with DC Thomson, we’ve been able to add warmth, humour and a sense of nostalgia to the campaign, creating memorable and inspiring content for the latest tourism and events offering that still feels familiar, and distinctly Scottish.”
“For 90 years, The Broons and Oor Wullie have made readers laugh, recognise themselves and share stories across generations. Their appeal has never really been about one moment in time, it is about family, friendship and the wee everyday adventures that feel unmistakably Scottish. This partnership with VisitScotland is a brilliant way to mark the anniversary and encourage people to rediscover Scotland through a lens that feels familiar and full of heart.”
Tags: DC Thomson VisitScotland