Trusted marketing partner for The Trossachs
I’ve worked with businesses, charities and tourism organisations across The Trossachs for over 15 years — from destination organisations and conservation charities to accommodation providers, rural businesses and visitor attractions.
The Trossachs is one of Scotland’s most distinctive and beautiful areas. It’s also a competitive, seasonal and complex market to operate in. The organisations that succeed here communicate clearly, present themselves authentically, and build a genuine connection with the visitors, funders and supporters they need to reach.
I understand this area from the inside — its landscape, businesses, communities, and visitors. That depth of local knowledge, combined with 16+ years of sustained work across the area, is what makes the difference between marketing that feels genuinely rooted and marketing that doesn’t.
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Loch Katrine and the Steamship Sir Walter Scott Trust
My longest and most significant Trossachs partnership. I’ve supported destination marketing for Loch Katrine and the Steamship Sir Walter Scott Trust over many years — one of Scotland’s most historic and iconic visitor destinations, widely recognised as the birthplace of Scottish tourism.
The work has spanned digital content, photography, PR and visitor experience projects. The centrepiece of the partnership was the Save Our Steamship appeal — a major public fundraising campaign I led to secure the restoration of the Steamship Sir Walter Scott. The campaign raised £750,000 for the vessel’s full restoration and secured £130,000 from the National Lottery Heritage Fund, achieving national and international media coverage across television, radio, print and online.
More recently, the work has extended to a television advertising campaign and new visitor interpretation across the site — including a permanent Steamship exhibition at Trossachs Pier, combining panels, archive material, film and audio.
The Trossachs Trail
I was proud to work on the relaunch of the Trossachs Trail — Scotland’s first designated geographical touring route and a project that sits at the heart of what makes this area so significant.
The Trossachs are widely regarded as the birthplace of Scottish tourism, first attracting visitors in the early 19th century following the success of Sir Walter Scott’s 1810 poem The Lady of the Lake, set around Loch Katrine. Today the trail offers a circular journey through Loch Lomond and The Trossachs National Park, taking in iconic locations including Loch Katrine, Aberfoyle, Callander, Loch Achray, the Duke’s Pass and Queen Elizabeth Forest Park — blending landscape, heritage and culture into a meaningful way to explore the area by car, bike, boat and on foot.
The project was led by the Steamship Sir Walter Scott Trust in close collaboration with Friends of Loch Lomond and The Trossachs, with local communities in Aberfoyle and Callander playing an essential role in shaping the relaunch and ensuring the information was accurate, locally relevant and genuinely useful.
I designed and built a new website for the trail, focused on clarity, accessibility and ease of use for visitors planning their journey. All photography featured on the site was captured by me — showcasing the landscapes, landmarks and atmosphere of the trail and its surrounding villages. I also produced a short introductory film to bring the trail to life, highlighting the dramatic scenery and sense of journey that defines the experience.
Beyond the digital platform, I researched, wrote and helped design a printed leaflet and illustrated map now available in local tourist hubs and online. The printed materials are supported by on-site interpretive panels installed at key locations along the trail — helping visitors navigate confidently while understanding the cultural and historical significance of the places they’re exploring.
The refreshed trail has become a valuable resource for visitors and residents alike — providing a self-guided way to explore the heart of the National Park, supporting local businesses, and encouraging responsible travel through one of Scotland’s most significant landscapes.
The Great Trossachs Forest
I was commissioned to design and build the website for The Great Trossachs Forest — one of the UK’s most ambitious woodland restoration projects, stretching from Inversnaid to Loch Katrine and Glen Finglas across more than 160 square kilometres. The project is managed by a partnership of Forestry and Land Scotland, RSPB Scotland, and Woodland Trust Scotland, and supports iconic species such as red squirrels, ospreys, and black grouse.
The website serves two purposes — explaining the long-term vision for woodland restoration and biodiversity to a wide public audience, and supporting responsible visitor access and management across a sensitive landscape. Clear maps, trail information, wildlife guidance and seasonal advice help people engage positively with the forest while protecting the habitats being restored. The site was designed to be straightforward for the project team to update as the forest continues to evolve over many decades.
Working with Trossachs accommodation providers
Accommodation marketing in The Trossachs requires a specific understanding of what visitors to this area are actually looking for — the landscape, seclusion, a sense of place, and a connection to heritage and outdoor experiences. Generic accommodation marketing misses all of that. What works is content that makes a guest feel the experience before they’ve arrived.
I’ve worked with accommodation providers across The Trossachs — including Nether Glenny Farm Cottages, Stronachlachar Lodge and Loch Cottages, and Visit Callander — delivering websites, photography and marketing support that reflects the genuine character of each property and its setting.
I also run See Loch Lomond, which covers the full National Park, including The Trossachs, and provides free listings for accommodation providers across the area — whether they are clients or not. It’s a practical way for businesses across the National Park to reach a genuinely engaged visitor audience, and it reflects a broader commitment to the area, going beyond individual client relationships.
If you run an accommodation business in The Trossachs and want marketing that properly reflects the quality and character of what you offer, I’d be glad to talk.
“I’ve worked with Paul on a number of occasions, and I am certain there will be more projects in the future. His work is first class and from start to finish the process is seamless — he is a wealth of knowledge.” — Alison, Nether Glenny Farm, The Trossachs
Understanding The Trossachs as a market
The Trossachs market is distinctive in ways that matter for marketing. Visitors are often looking for something specific — wild landscape, heritage, outdoor activity, a genuine sense of remoteness — and the businesses and organisations that communicate those qualities clearly and authentically are the ones that attract the right audience.
Generic marketing doesn’t work here. Polished corporate content jars against the character of the place. What works is marketing that feels rooted — that reflects the landscape, the season, the story and the people behind the business or organisation.
That’s what I bring to every Trossachs project. Not just marketing skills, but a genuine understanding of this specific place and what makes it worth visiting, supporting and protecting.
Working together
I’m looking to work with more businesses in the Trossachs who want clearer, more effective marketing — and a trusted partner who takes responsibility for delivering it.
Not more noise. Not more disconnected activity. Just better thinking, better delivery, and one person you can rely on.
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