This year the event, taking place over the May Day bank holiday weekend (30 April-3 May), will cover a 100-mile stretch of the South Downs Way.

Still inspired by Kerr, who sadly lost his life in 2008 to pancreatic cancer, this year's Howard's Way Walk will be the longest yet. Starting from Winchester Cathedral, it will take place over three and a half days, ending at Wish Tower in Eastbourne.

Kerr's brother-in-law, Gallowglass managing director Nick Grecian, will be accompanied by industry friends and supporters who so far include Exposure Communications managing director Simon Burton, RPM partner Lee Farrant and Eventia CEO Izania Downie.

Grecian said: "This is not simply a charity fundraising initiative. Following Howard's original diagnosis, we learnt that 75% of pancreatic cancer sufferers die within six months of diagnosis and only 3% survive more than five years. Research into pancreatic cancer is woefully underfunded, and the event industry has now lost several valued friends and colleagues to this insidious killer. The donations we have raised to date have funded a PHD Studentship Award for a researcher at Barts Hospital's Institute of Cancer, and our ongoing mission is to continue the funding of his work."

The industry is looking to raise £60,000 from this year's event, and once again Land Rover is providing support vehicles for the participants.

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