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 three innovative strategies to transform visitor experiences while addressing the challenges of summer overcrowding, traffic congestion, and environmental strain.

First, the campaign encourages car-free travel, urging visitors to utilize Nantucket's free public transportation, bike paths, and ride-sharing services. This initiative aims to reduce traffic and parking issues, making the island more accessible and enjoyable for everyone. Second, the 'How Lovely' campaign highlights the benefits of visiting during the shoulder seasons—spring and fall—when lower costs, fewer crowds, and pleasant weather prevail. Lastly, the campaign showcases the island's numerous free attractions, including public beaches, walking trails, and natural beauty, proving that a memorable Nantucket experience doesn't require a hefty budget.

Produced in collaboration with Dan Driscoll of September Productions, the multimedia campaign features television spots, print advertisements in Yankee Magazine, and comprehensive visitor guides. The campaign's creative direction can be viewed through their work here, here, and here.

Grant Sanders, founder of SAND, emphasizes the campaign's goal: to reimagine Nantucket tourism in a way that benefits both the island and its visitors. By promoting sustainable practices and off-peak travel, the 'How Lovely' campaign aims to preserve Nantucket's unique charm and ensure its long-term viability as a premier destination.

Launching this summer across online platforms, YouTube, and social media, the 'How Lovely' campaign targets travelers seeking a more mindful and sustainable approach to island tourism. This initiative not only addresses immediate challenges but also sets a precedent for other destinations grappling with similar issues, marking a significant step forward in the global movement towards sustainable tourism.