The four-week partnership, which runs until the end of this month and was devised by Cocktail Marketing, will see Millets run a competition offering the prize of an all-inclusive family holiday to Scotland.
The tourist board will promote the offer in a monthly email newsletter devoted to hiking and rambling, which it sends to 25,000 recipients and is used to drive traffic to its Walk in Scotland website.
The tie-up is also being flagged up in Millets' monthly e-newsletter, which goes to more than 75,000 customers, and further supported by a banner ad on its website.
According to VisitScotland, 14.87m UK residents made visits of one night or more to the country in 2005.
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