Marketing The West Highland Way

During the Summer of 2020, I won a competitive tender to create a virtual exhibition to celebrate the 40th anniversary of the West Highland Way in October of that year. There was an aspiration to make the content using memories, pictures, video, and art submitted by walkers, runners, and cyclists of the 96-mile long-distance route between Milngavie and Fort William. 

I launched a major social media campaign to raise awareness of the upcoming milestone using the official West Highland Way website and social media account, which also generated significant press and media coverage.

The campaign attracted many interesting public submissions; we also conducted many video interviews with people who have a special connection with the trail to boost the content and captured extensive photographs and aerial footage along the entire route.

We promoted the upcoming anniversary and exhibition launch throughout the activity and built the exhibition on a mini-website within the main West Highland Way website. A short film was produced which featured an exclusive interview with 90-year old musician and TV presenter Jimmie Macgregor, whose books and programmes put the long-distance route on the map soon after it opened in 1980.

This project was enormous fun to be part of; the West Highland Way runs close to our business base in Drymen and regularly walk and cycle along its pathways. I am grateful to the support from the Business Manager of the West Highland Way and the team at Loch Lomond & The Trossachs National Park for helping us to put this large scale project together in record time.

I was was pleased to later capture photography for the new official West Highland Way merchandise.