SAND and September Productions Launch 'How Lovely' Campaign for Sustainable Nantucket Tourism

The Nantucket Chamber of Commerce has partnered with SAND and September Productions to launch the 'How Lovely' campaign, a groundbreaking initiative designed to promote sustainable tourism on the island. This campaign introduces a new approach to visiting Nantucket, focusing on reducing environmental impact while enhancing visitor experience through three main strategies: car-free travel, shoulder season exploration, and affordable island experiences.

Car-free travel is at the heart of the campaign, encouraging visitors to utilize Nantucket's free public transportation, bike paths, and ride-sharing services instead of bringing vehicles to the island. This initiative aims to alleviate traffic congestion and parking shortages, which have been significant issues during peak summer months. The campaign also promotes visiting during the spring and fall, or 'shoulder seasons,' to enjoy lower costs, fewer crowds, and equally pleasant weather. Additionally, it highlights the abundance of free attractions available on the island, from public beaches to walking trails, showcasing that a memorable Nantucket experience doesn't have to come with a high price tag.

The multimedia campaign includes television spots, print advertisements in Yankee Magazine, and comprehensive visitor information guides. Produced in collaboration with Dan Driscoll of September Productions, the campaign leverages creative storytelling to present Nantucket as an accessible and sustainable destination. New work from the campaign can be viewed here, here, and here.

Grant Sanders, founder of SAND, emphasizes the campaign's goal to balance the economic benefits of tourism with the well-being of the island. 'The number of people on the island in the summer months is great for business but not great for the island’s peace and well-being,' Sanders notes. The 'How Lovely' campaign represents a shift towards more mindful tourism practices that benefit both visitors and the island community.

Launching this summer across online platforms, YouTube, and social media, the 'How Lovely' campaign targets travelers seeking a more sustainable and less crowded island experience. By reimagining how people enjoy Nantucket, the campaign sets a precedent for sustainable tourism initiatives in other destinations facing similar challenges.