The Pensacola journal., 1922-12-27
FRIENDLY FLORIDA.

p
81 America knows that Florida has friendly climate This
goes far to Sell the state and want to "sel" Florida
at least two million people Florida easily equal
maintain twice three million people and maintain them in
osperty and happiness What we want to do to complete
sale is to make the whole nation know that the Fori
ans friendly the climate with which nature clothes
nv We must tell the world that not only is this friendly
e but here friendly neghbors eager to give the right
md OF welcome to all who eager to help those who
jon with in building here the great state deserve
be will be- Friendly Florida might we'll be the slogan
N our state. 1t must be it's reputation.
California competitor; it has "sod itself to mil
MS it has sold its climate what is more it has sold its
endness. 1t has made famous what in slogan form, has
me to be commonly known as THE WESTERN WELCOME.
Into the literature of the nation is written the term
tUTHERN HOSPITALITY. The key to opportunity
give that splendid phrase and reputation in which the
lth takes such pride it's fullest flower in Florida.
the real business of Florida the fOrWardlook-
men, the with vision know that Florida must AD-
RTISE to meet the opportunity that hers No is
ring this advertising campaign high duty to the state
re than The Pensacola Journal We for building
at Florida We for building business for cutting out
tangled of virgin fields and combing them with fur
vs. To do this we need MEN We want more people
ne buIders-and if we will but tell in simple truthful
MS the worth of potential wealth. the ease with which
acres of tilng will build better competence than the
rng of hundred and sixty acres north OF the Oo-Fo
ne get these people here But we must MAKE
)Wn potential wealth md must be as friendly to the
Y Flordian is the gentle and generous climate which
rws no favor among all who live here
"A Quite aside from that which the merchant and the land
er and the state itself do in advertising this wonder
peninsuar commonwealth it is not unfair to ask WHAT
brna has made specific proposition of what it will do,
lat it eager to do From every selfish point of view all
uism elmated the railroads that into and operate
Er this fair Of should be getting together to
Ind substantial budget and this IN self defense
We have felt and still feel the pull against us of the Cali
mia lure and now the railroads that wind their way the
at Northwest pulling strongly against the railroads
here in the metropolis of the great Southeast
III The Great Northern the Northern Pacific and the Bur
yton railroads have recently announced that they will
md million dollars to advertise the Pacific northwest
at will the railroads that here do for Florida? Let
I'M speak When the railroads going to the northwest
Ind million dollars to pull the tourist away from Florida
time for the Florida business to ask the railroads
it come here what they going to do-to pull people
and help build the bigger business here Let their news
er say.
In addition to the million dollars spent by the Great
thern the Northern Pacific and the Burlington railroads
advertise the great northwest the Chicago, milwaukee
Pudget Sound Railroad announces It's plan OF sending
the country siXtyoot expedition filled with pro-
its and pictures of the Pacific northwest to demonstrate
agricultural opportunities OF the northwest and to snow
comfortably, beautifully and happily the people live
there That's what the railroads of the northwest are
lig for the northwest region.
N The Hill lines begin their advertising March first 1923,
II months away When will Florida begin? The Hill lines
once that this CAMPAIGN will be directed for the sole pur
of selling the northwest to the people in all parts of
N country who seeking better opportunities and they
their advertising campaign in the hands of national ad
lsng experts. They're too sensible business men to
lite their money with unntegent dspersements made by
vi committee or commission that knows nothing of the
nee the art the logic and the psychology of advertising
propose to advertise the agricultural mineral indus
scenic and recreatona wealth of the northwest region
Ii wonderful country out there rich and beautiful 1t is
untry worth fighting for Indifference and passive
it will compete against it, We are in competition
INST it. Are business equal to the challenge that
II lrown before US? 4
That which these northwestern roads doing is
what the Southern ranscOntinena railroads did to help
i California the map. =
What the railroads in Florida doing? What will they
We talk too loosely about "the tin can tourist" a
ldy hand and friendly word may make him prosper "a
neighbor The Chicago, Milwaukee and Puget Sound G
road going to get the immigrant. They going
leach him Americanism and how to be American pro-
Er. a
It's time for Florida to get busy for everybody Flor
10 get busy Be the Friendly Florida, to make that IL
5ldship FELT and to make that welcome WARM Sc
Many of our sister states splendid fine and worthy
Ms are not without their lure. 1t is matter Of IN