The Nantucket Chamber of Commerce has unveiled a new campaign, 'How Lovely,' developed by creative consultancy SAND and production company September Productions, to address the negative impacts of summer overtourism on the island. The initiative promotes sustainable tourism through three core strategies: car-free travel, shoulder season exploration, and affordable island experiences.
Grant Sanders, founder of SAND, explained the motivation behind the campaign: '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. Traffic, parking, housing, infrastructure use, and water quality all suffer. So we’re reimagining how people can enjoy Nantucket.' The campaign aims to demonstrate that a quintessential island experience does not require a car or significant expense, and can be enjoyed outside the hectic summer season.
The 'How Lovely' campaign encourages visitors to leave their vehicles on the mainland and utilize free public transportation, bike paths, walking, and ride-sharing services. It also highlights the benefits of visiting during spring and fall, such as lower costs, fewer crowds, and pleasant weather. Additionally, the campaign showcases Nantucket’s numerous free attractions, including public beaches, walking trails, natural beauty, and public transit.
The multimedia campaign includes television spots, print advertisements in Yankee Magazine, and comprehensive visitor information guides. Produced in collaboration with Director and Producer Dan Driscoll of September Productions, the campaign aims to address tourism challenges while presenting Nantucket as an accessible, sustainable destination. New work can be seen at https://youtu.be/Dvd8kzc-zS0, https://youtu.be/YaV66BT2W6w, and https://youtu.be/7hPuRvNEAMs.
SAND, which stands for Strategy, Art, Narrative, Design, is a hybrid creative and strategy consultancy founded by Grant Sanders. It blends the depth of a traditional ad agency with the agility of freelance creative services. Clients past and present include Munich Re Insurance, HSB, Nourish Nantucket, The Connecticut Forum, The Undefeated/ESPN, National Space Society, Nantucket Dreamland Foundation, GE, OTIS Elevator, Fidelco Guide Dogs, ACKSmart Solar, Above: Space Development, Nantucket Shellfish Association, and barrie prints. In a move reflecting the company’s commitment to flexibility and global perspective, SAND will operate entirely in digital nomad mode throughout 2026, working and exploring over 25 countries on five continents.
September Productions has been creating films for decades to help clients tell their stories. The company has produced thousands of films from 30 seconds to 30 minutes. Their filmmakers bring a lifetime of production expertise and knowledge to Nantucket Island. Clients include General Mills, Ford, Disney, Spalding Sports, Mattel, TJ Maxx, Clairol, Nantucket Historical Association, Nantucket Conservation Foundation, The Dreamland Theater, Housing Nantucket, and the Nantucket Shellfish Association.
The campaign launches this summer online, on YouTube, and on social media, targeting travelers seeking a more mindful approach to island tourism.
