Media release: UK’s highest Shinty match to promote tourism in Lochaber


Lochaber Chamber of Commerce, VisitScotland, Nevis Range and No Fuss Events to host the UK’s highest-ever shinty match on the summit of Aonach Mor on Thursday 03 August 2017 at 16.00; to both promote tourism to the ‘Outdoor Capital of the UK’ and to launch the new ‘Outdoor Capital of the UK’ website


You are invited to send a camera crew / photographer / reporter to Nevis Range, Torlundy, near Fort William, on Thursday 03 August 2017 at 15.30 for 16.00 for the UK’s highest-ever shinty match (possibly the world’s?) being played at the summit of Aonach Mor (1,221 metres), nestled in the shadow of Ben Nevis, Britain’s highest mountain.

The two mixed teams will be made up of players from different teams across Lochaber.


To celebrate the launch of Lochaber Chamber of Commerce’s new ‘Outdoor Capital of the UK’ website in partnership with VisitScotland –

In a first for VisitScotland, the new ‘Outdoor Capital of the UK’ website features a direct integration with the VisitScotland web platform.

It allows users on the ‘Outdoor Capital of the UK’ website to search for any one of Lochaber’s VistScotland registered accommodation or activity providers directly from the OCUK platform; thereby providing an even better digital experience for visitors to the area.

The singular setting of Britain’s highest Shinty match is the perfect way to illustrate the unique nature of the online partnership with VisitScotland whilst firmly reinforcing the ‘Outdoor Capital of the UK’ as one of the strongest tourism brands in Europe.

The new ‘Outdoor Capital of the UK’ website forms an integral part of ‘Connect to Your Adventure’, Lochaber Chamber of Commerce’s year-long digital tourism marketing campaign for their ‘Outdoor Capital’ tourism brand, targeted at key UK audiences including families with an appetite for soft, more relaxed adventures and adrenaline junkies looking for more thrilling experiences.

The new design is clean and fresh with far greater levels of interaction, mobile responsiveness and user generated content.

The results of the digital campaign have been extremely positive to date. Since April 2017, it has reached 7.9 million people with 3.1 million people watching the online video content and 241,000 likes and shares of the videos.


Meet at the entrance to the Nevis Range Gondola, The Nevis Range Gondola base station, Torlundy, Fort William PH33 6SQ


15.30 for 16.00 start on Thursday 03 August 2017

Please note you will have to take the Nevis Range Gondola up the mountain to 650 metres and you will then need to walk to the summit.

Also in attendance and available for interview

  • VisitScotland – Chris Taylor (regional partnerships director, North of Scotland) and Dave Macleod (assistant area manager – Information and Quality)
  • Outdoor Capital of the UK – Chris O’Brien (destination manager) and Jodie Fraser (marketing officer)
  • No Fuss Events – Frazer Coupland and David ‘Spook’ Munro
  • Lochaber Chamber of Commerce – Bruno Berardelli (chair)
  • Nevis Range – Peter MacFarlane (managing director)

Please RSVP if attending

Paddy Cuthbert | Littlehouse Media | E:

M: +44 (0)7913 951717

Please note contact on the day: Jodie Fraser, marketing officer, Outdoor Capital of the UK: M: 07823 557972 | E:


Notes to editors:

Useful websites and social media channels:

Lochaber Chamber of Commerce –

Outdoor Capital of the UK –




‘Connect to Your Adventure’ – digital marketing campaign

Lochaber Chamber of Commerce are producing a host of 60 stunning, new, short videos to inspire visitors to connect to their adventure in Fort William and Lochaber, the ‘Outdoor Capital of the UK’ (OCUK), and to encourage them to share their holiday experiences online when they are here.

The digital content will inspire target audiences to plan their adventure in the Outdoor Capital, incentivising them to find out more. The content will also showcase tailored experiences to help visitors make that all important decision to visit.

During the campaign, visitors will have a monthly opportunity to win a unique experience in the area by sharing their own experiences online suing the hashtag #myoutdoorcapital.

VisitScotland, has match-funded the OCUK’s exciting new digital campaign through its Growth Fund, while OCUK will also benefit from a further £20,000 from the Highland LEADER Programme.

The ‘Outdoor Capital of the UK’ is Lochaber Chamber of Commerce’s tourism brand, promoting adventure for all! The Chamber publicises, sponsors and promotes Fort William and Lochaber as the best place in the UK for everyone to experience the outdoors; with a view to developing local jobs and wealth and encouraging sustainable economic growth.

This is done through a range of collaborative marketing initiatives and activities. The organisation currently has a wide range of member businesses ranging from accommodation, food and drink and activity providers to non-tourism focused businesses who support the aims of the Lochaber Chamber of Commerce and acknowledge that tourism is crucial to the local economy.

Many of these businesses are SMEs and by pulling resources and working as a team the Lochaber Chamber of Commerce achieves the positive results that individually the members couldn’t otherwise reach.

The Chamber produces official event programmes and guides which showcase all there is to see and do in Fort William and Lochaber. The ‘Outdoor Capital of the UK’ website is also the go to site for local events, outdoor activities and visitor accommodation in the area.

VisitScotland has match-funded the Outdoor Capital of the UK’s exciting new digital campaign through its Growth Fund, while the group will also benefit from further funding from the Highland LEADER Programme.

LEADER is part of The European Agricultural Fund for Rural Development: Europe investing in rural areas.

Growth Fund applicants are required to align their marketing with VisitScotland’s strategies and campaigns, including the global Spirit of Scotland campaign. They are also encouraged to think about how they can take advantage of Scotland’s Themed Years, with 2017 being named the Year of History, Heritage and Archaeology.

To find out more about the VisitScotland Growth Fund, go to

To find out more about LEADER, go to

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