Iconic Scottish characters front new marketing campaign

A ‘braw’ partnership

As part of our marketing activity to increase domestic tourism, we’ve partnered with publishers DC Thomson on a new campaign featuring their iconic comic strip characters The Broons and Oor Wullie.

The eclectic family and mischievous boy with his bucket, who are celebrating 90 years since first being published in The Sunday Post, are packing their bags and heading off on holiday across Scotland, to drive domestic visitor demand and inspire more 'braw' days 'oot' and overnight stays this spring and summer. 

The campaign, which is running throughout spring and targeting UK families, aims to encourage visits to attractions, events and experiences as well as promoting self-catering stays.  

It’s the first time the beloved characters have been used in a national tourism campaign, and it’s hoped the familiar faces will bring a touch of humour and resonate with families thinking about a family day out or staycation. 

A trip to Scotland is a ‘rare treat’

Using a mix of print and digital advertising across The Sunday Post, Press and Journal, and The Courier titles and websites, the campaign creative showcases Scotland through the lens of The Broons and Oor Wullie. From trips to the seaside and whisky tastings (for the grown-ups!), to boat tours and overnight stays in your classic ‘but an ben’ (holiday cottage), the fun campaign uses the characters to highlight  what a ‘rare treat’ it can be to discover lesser-known areas and off-the-beaten path experiences.  

Much like the multi-generational nature of The Broons themselves, the campaign targets families from Scotland and the north of England, a vital market for Scottish tourism.   

Insights from the Great Britain Tourism Survey show that in 2024, there were 7.1 million overnight trips and 2.6 million tourism days visits by visitors from Scotland and the north of England, and of these visits, families were the most common type of visitor. 

Building on previous success

The staycation campaign builds on our previous successful partnership with DC Thomson and the Beano brand, fronted by popular Beanotown characters, Dennis the Menace and Gnasher, and Minnie the Minx.

That ‘Blamazing’ campaign, launched in 2023 in collaboration with ScotRail, resulted in a 44% increase in ScotRail Kids for a Quid tickets and the purchase of more than 2,000 family tickets for Historic Environment Scotland attractions.  

Now The Broons and Oor Wullie are taking centre stage at a particularly special time. 2026 marks 90 years since the characters first appeared in DC Thomson’s The Sunday Post. For almost a century, they have been bringing joy and laughter to readers, reflecting family life, humour and Scottish culture.