This paper presents the analysis of internet content relating to the UK family seaside resort of Barry that has been the key location setting of a popular television comedy series, which appears to be contributing positively to changing the town's destination image. While offering insights into the regeneration of UK seaside towns in particular through diversification into the creative and cultural industries, this study offers clues to the way destinations in general may draw together fragmented antenarratives from popular media representations, social media and the internet, and incorporate these when planning campaigns to affect the induced destination image. Copyright © 2014 John Wiley & Sons, Ltd.