As the festive season fades and the new year begins, many of us look to Dry January as a chance to reset.
For over a decade, this tradition has encouraged millions worldwide to take a break from alcohol, but one company is flipping the script on what Dry January can mean. Enter WeRoad—a travel brand that has taken the concept of “dry” and infused it with adventure, excitement, and connection.
This January, Manchester residents may have noticed a series of striking digital displays around the city. These serene, water-themed visuals aren’t just an ode to Dry January’s sobriety roots; they’re an invitation to reimagine the month as a gateway to adventure. With the tagline, “Dry January doesn’t have to be dry in every sense,” WeRoad’s campaign beckons people to trade restriction for exploration.
The Evolution of Dry January
Dry January has its roots in the UK, where it began in 2013 as a public health initiative. Over the years, it has grown into a global phenomenon, with millions participating from the US to South Africa. Traditionally, the movement emphasizes abstinence, but WeRoad saw an opportunity to inject new life into the idea.
“Dry January is often seen as a month of giving something up,”
explains Justyna Chlopecka, UK Marketing Manager at WeRoad
“We wanted to flip that narrative and inspire people to view it as a time for growth, exploration, and connection.”
From Restraint to Renewal
WeRoad’s message is clear: January doesn’t have to feel like a chore. Instead, it can be a time to embrace the new—new places, new friendships, and new stories. With their campaign’s serene, water-themed imagery, the brand draws parallels between the calming power of water and the refreshing potential of travel.
And this isn’t just clever advertising. WeRoad offers curated small-group travel experiences that connect like-minded adventurers. With itineraries ranging from cultural city explorations to rugged natural escapades, each trip is led by a dedicated Travel Coordinator to ensure everything runs smoothly.
The Call to Adventure
For WeRoad, this campaign isn’t just about filling January’s void but about creating meaningful experiences. As Chlopecka puts it, “Whether it’s meeting new people, seeing new places, or trying something different, January can be the start of something truly memorable.”
Since its founding in 2017, WeRoad has grown into one of Europe’s fastest-growing travel platforms, with over 100,000 travelers and a loyal community that often rebooks year after year. With a strong social presence and a vibrant community DNA, WeRoad is more than just a travel company—it’s a movement.
The Power of Perspective
As millions begin their Dry January journeys, WeRoad’s campaign offers a refreshing perspective: it’s not about what you give up but what you gain. It’s a month not to endure but to embrace.
So, this January, whether you’re gazing at Manchester’s digital displays or scrolling through WeRoad’s offerings, remember: adventure is just a decision away. Why not make this Dry January the most exciting one yet?
