The West Highland Way

The West Highland Way is one of Scotland’s most iconic long-distance trails, stretching 96 miles from Milngavie to Fort William through some of the country’s most spectacular landscapes. I have worked on numerous projects for the West Highland Way Management Group, and most recently in 2025 for the newly formed West Highland Way Trust.

In summer 2020, I won a competitive tender to lead a major project marking the 40th anniversary of the route. I created a virtual exhibition containing the voices and experiences of those who have walked, cycled, or run the trail since its official opening in 1980.

To gather material, I launched a wide-reaching social media and PR campaign through the official West Highland Way website and accounts. The campaign drew strong public engagement and national media coverage, encouraging people to share their memories, photos, video clips, and artworks. Alongside the public submissions, I conducted video interviews with individuals who have a special connection to the route, adding personal storytelling to the mix. I also captured a new collection of photography and aerial footage along the full length of the Way.

The final exhibition was hosted on a mini-site integrated within the main West Highland Way website. To launch the exhibition, I produced a short film which featured an exclusive interview with 90-year-old musician and broadcaster Jimmie Macgregor (pictured above), whose work in the 1980s helped bring national attention to the trail.

The film showcased the changing landscapes along the trail, meeting walkers and locals along the route. You can watch that and other West Highland Way films I have produced below.

This project was particularly rewarding for me on a personal level, as the West Highland Way runs close to my business base in Drymen. I regularly walk and cycle sections of the trail and was proud to contribute to such a meaningful milestone. I’m grateful to the Business Manager of the West Highland Way and the team at Loch Lomond & The Trossachs National Park, whose support helped us deliver this large-scale project in a tight timeframe.

Following the anniversary celebrations, I was invited to capture a fresh suite of photography for a new range of official West Highland Way merchandise (see those at the bottom of this article). My work with the Way has continued, including a music video for The West Highland Way Song by The Laurettes, a bilingual Gaelic and English storytelling series, and promotional films for the trail’s partnership with Macs Adventure I also produced a feature video about the significant investment in the Conic Hill path, supported by the National Park Authority.

All of those films can be viewed on this page.

2025 West Highland Way PR Campaign

The 2025 West Highland Way project marked a landmark year for Scotland’s most famous long-distance trail, celebrating 45 years since its official opening and the establishment of the new West Highland Way Trust. I ran a PR campaign that highlighted the Way’s cultural, economic, and environmental importance.

We achieved extensive regional and national media coverage, including National Geographic, STV, BBC Radio Scotland, The Herald, The Scotsman, and outdoor and travel publications. Social media engagement grew significantly, driven by a series of compelling stories, photography, and video content that showcased the route’s communities and landscapes.

A major highlight was the PR surrounding Robert Marshall’s remarkable 100th walk of the West Highland Way—an inspiring human story that captured national attention and embodied the spirit of dedication and adventure that defines the route.

Finally there was a new website for the Trust, which includes ways for people to donate to the new charity and also to purchase the West Highland Way passport.

This project is a great example of destination storytelling in action—combining digital content, public engagement, and strong visuals to celebrate a place and its people. If you’re looking to mark a milestone or bring a destination to life through creative marketing, I’d be delighted to chat.

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