'Skegness is SO Bracing', LNER poster, 1926.
© Skegness Town Council / NRM / Science & Society Picture Library
Poster produced by London North & Eastern Railway (LNER) to promote rail services to Skegness. The poster shows the 'Jolly Fisherman': a rotund, white-haired man with a pipe, black hat, red scarf and wellingtons skipping along the beach at Skegness with his arms outstretched, invigorated by the bracing air. Artwork by John Hassall, who has been called the first great railway poster artist. He was educated at Worthing School and Newton Abbot College and later studied in Antwerp and Paris. He moved to Canada but later returned to England where he started the New Art School and School of Poster design. He designed posters for the Great Northern Railway (GNR) and numerous other clients.