Enjoy Florida’s Fabulous East Coast

Promotional brochure for the Golden Isle’s Route and Florida’s east coast highways.

Infrastructure improvements coinciding with a boom in the tourism industry propelled Florida to a nationwide vacation destination during the 1950’s. Organizations were formed to promote particular routes leading to The Sunshine State prior to the advent of the Interstate Highway System. This is an excellent example of such a promotion, advertising for the Golden Isles Route as “the shortest in miles [and] in driving time from New York [to] Florida.”

The multi-panel brochure presents two maps. The first shows New England and Canada, and the various “feeder roads” that lead into the southbound Golden Isles Route, which itself is comprised of a number of different highways. The second map shows the Florida Peninsula, and the two largely parallel routes of U.S. 1 (The Wider Inland Route) and Florida A1A (The Scenic Ocean Drive). There are several text boxes throughout the brochure encouraging the reader to show the map to proprietors of promoted businesses, likely to reinforce the utility of such a publication and justify the businesses’ participation in the organization.