Long before social media campaigns and tourism commercials, the Evening Independent newspaper found a simple way to convince the world that St. Petersburg truly was the Sunshine City. Beginning in 1910, the newspaper launched its famous “Sunshine Offer,” promising readers a free copy of the paper on any day the sun failed to shine. It was a bold promotion, but one backed by confidence in the city’s remarkable weather.
The offer quickly became one of St. Petersburg’s best-known advertising tools. Every sunny day reinforced the city’s reputation, while the rare cloudy day became newsworthy in itself. The campaign helped convince visitors that warm weather wasn’t just a slogan, it was something the city was willing to guarantee.
More than a century later, the Sunshine Offer remains one of the most creative tourism promotions in Florida history. It proved that selling St. Petersburg was about more than beautiful beaches. It was about creating a story people wanted to believe and experience for themselves.
Explore more stories of how the Sunshine City captured the nation’s imagination in our Best of the Bay-nominated exhibit, ‘Wish You Were Here: The Art of Selling Sunshine,’ presented by BayFirst National Bank, at the St. Petersburg Museum of History.
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