Postcards to Recovery

Panama City, Florida’s creative postcard marketing campaign during hurricane recovery

St. Andrews State Park, Panama City Beach. Photo by Richard Varr

Perhaps you’ve visited the “sugar white” sand beaches of Panama City Beach with their glimmering green-tinted waters, and where the sand actually squeaks when you walk on it – all part of Florida’s sparkling Emerald Coast. Here’s my blog post from my visit a few years back:

What many visitors may not know is that Panama City Beach is a different municipality than nearby Panama City, also visited by tourists – but not much since Hurricane Michael caused massive destruction last October. Panama City Beach escaped the worst of the storm.

Since then, Panama City has been slowly rebuilding and has launched a unique marketing move to help lure back visitors when the time is right – the “Postcards from Panama City” campaign. Postcards with colorful images will be sent as updates and reminders to devoted repeat visitors to let them know when enough progress has been made to welcome them back.

“Tourism is a critical part of our city’s economy,” says Jennifer Vigil, Destination Panama City president and CEO. “We launched the Postcards from Panama City campaign to keep our special city in the minds and hearts of those who miss us, and to help us boost tourism as soon as we are ready for visitors.”

In addition to Panama City’s sailing, fishing and water sports activities, there are also dolphin excursions off nearby Shell Island as well as the string of restaurants along the so-called Panama City Oyster Trail. Cultural sites include the Bay County Courthouse, one of the first Florida landmarks added to the US Civil Rights Trail. The courthouse was home to the 1963 case of Gideon v. Wainwright, where the Supreme Court ruled the Constitution requires states to provide defense attorneys to criminal defendants charged with serious offenses who cannot afford lawyers.

To request a postcard for yourself or for others, visit

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