John Hassall - Poster artist and creator of the Jolly Fisherman
John Hassall: The Artist Who Put Skegness on the Map
Introduction. John Hassall (1868–1948) was one of Britain’s most influential poster artists and illustrators. His iconic 1908 design - the Jolly Fisherman dancing across the sands with the slogan “Skegness is So Bracing” - became one of the most recognisable tourism posters in the world.
In June 1936, nearly three decades after creating it, Hassall visited Skegness for the very first time. What followed was an extraordinary civic celebration of the man whose artwork helped shape the town’s identity.
The Visit to Skegness (1936). Hassall was honoured with a warm welcome and a reception dinner at the newly built County Hotel on North Parade. During the evening, the Mayor of Skegness asked him if he would sketch something for the assembled guests. Hassall obliged, creating a delightful companion to his famous poster: the Jolly Fisherman exclaiming “So it is!” This spontaneous drawing confirmed that the etched glass panel in the County Hotel is indeed a companion piece made by the artist himself.
Civic Ceremony at Skegness Town Hall. A special gathering took place the next day in the Town Hall, recognising Hassall’s contribution to the town’s growth as a health and holiday resort. “The reality of Skegness has exceeded all my expectations. It’s even more bracing and attractive than I imagined.”John Hassall, 1936. Hassall’s visit was coordinated by the Skegness Advancement Association and the London & North Eastern Railway (L.N.E.R.), with key support from W. E. Butlin, (Billy Butlin) founder of the new Butlin’s Holiday Camp.
A National Press Event. More than 15 national newspaper correspondents and photographers attended the event—one of the largest press turnouts Skegness had seen. Representatives from leading tourist agencies and L.N.E.R.’s advertising departments also joined the visit. Much of this success was thanks to A. E. Barlow, Publicity Manager of the Advancement Association, who worked tirelessly to raise the town’s national profile.
Entertainment & Anecdotes. Guests enjoyed a dinner hosted by Mr. Butlin at the County Hotel, followed by a lively cabaret show performed by Butlin’s staff. Hassall’s visit nearly didn’t happen on time—he mistakenly went to Liverpool Street Station instead of King’s Cross, missing his train. On arrival at Firsby, he joked about being puzzled by the tall brick walls surrounding the station.
Celebrating the Poster That Changed Skegness. Councillor Fred Cooper welcomed Hassall with praise for his “ingenious brain” and spoke about the poster’s extraordinary success and how it had promoted Skegness truthfully for almost 30 years. Not only was it instantly recognisable around the world, it had also become a “silent salesman” for the town - It was honest advertising—Skegness is “so bracing” all year round. Hassall himself credited L.N.E.R. and the Advancement Association, humorously noting that the slogan wasn’t his idea.
Honours & Gifts. To mark his first visit, the council presented John Hassall with a beautifully crafted illuminated address along with The Freedom of the Foreshore - a unique honour granting him free access for life to all municipal facilities, including: The bathhouse, the swimming pool and a deckchair on the beach. Because Skegness was not a city, this special form of honorary freedom was created just for him.
Local Sporting Honours. Raymond E. Frearson, solicitor and sportsman, granted Hassall honorary life memberships to two Skegness golf clubs, recognising the poster’s contribution to the town’s sporting and leisure appeal.
A Tour of Skegness. After the ceremony, guests were taken on a guided tour of the seafront before enjoying lunch at Butlin’s Holiday Camp, where speakers praised the town’s rapid development along with its growing national popularity. Councillors also noted the long-standing partnership between Skegness, L.N.E.R., and the press.
Hassall’s Lasting Thanks. Shortly after returning home, Hassall wrote to Mr. Barlow, expressing deep gratitude for the warm welcome and honours he received, calling the visit: “A unique and unexpected recognition of my work.”
Legacy. Today, more than a century after its creation, John Hassall’s Jolly Fisherman remains one of the greatest works in British advertising. Its cheerful message continues to welcome visitors, celebrate the spirit of Skegness, and symbolise a seaside tradition that lives on.
Research & Text: John Byford © 2025
Velum presented to John Hassall in 1936 ©John Byford