1943 Nathan Mayo / George Way 'After Victory' WWII Promotional Map of Florida

This is a scarce 1943 map and pamphlet published by the Florida Department of Agriculture promoting veteran emigration after World War II.

A Closer Look

Enclosed in its original cartoon-decorated mailer, this 32-page, mostly pictorial brochure promotes all aspects of Florida life, from agriculture and industry to the state's natural beauty and famed resort culture. The two pages of the introductory text are unambiguous in their intent to lure returning soldiers to Florida, where it is promised that 'a new life will begin after victory'. The phamplet is accompanied by a separate note reading 'We suggest that after you have read this booklet you mail it to your family, your sweetheart or a friend at home, using the mailing envelope provided.'

The attached map, Scenic and Picturesque Florida, was drawn by George D. Way. Vignettes highlight attractions from Pensacola to Key West. These include national parks, forests, beaches, museums, wildlife sanctuaries, gardens, and zoos. Florida is portrayed as America's outdoor playground, with activities including tennis, golf, waterskiing, fishing, and boating taking center stage. This map was subsequently reused in various tourist brochures throughout the 1940s and 50s.

Florida's Post WWII Boom

By 1943, Allied Victory in World War II (1939 - 1945) was all but assured. The Florida Legislature recognized an opportunity. Many WWII soldiers would have already had a taste for Florida, having trained and served on one of the state's large military bases. Florida's appeal was hard to deny; it was a sprawling state with cheap land, endless beaches, a commodious climate, and a resort culture that hinted at new beginnings. This and other pamphlets were published by various Florida state offices to entice returning veterans. The campaign was a resounding success, with thousands resettling throughout Florida, drawn by economic opportunities, affordable land, and a burgeoning job market fueled this migration wave. New suburban communities, facilitated by the construction boom and the proliferation of automobile culture, offered the quintessential American dream of homeownership and a laid-back lifestyle. This influx of domestic migrants significantly contributed to Florida's population growth, laying the foundation for its emergence as one of the fastest-growing states in the post-war era.

Publication History and Census

This pamphlet was published in 1943 by the Florida Department of Agriculture, Bureau of Immigration, headed by Nathan Mayo. The contained map was drawn by George D. Way. The current example accompanies its original decorative mailer, 'This Army Stuff for you'. We note an example at the Tampa Bay History Center, Touchton Library, otherwise scarce to the market.