Collections

South for Sunshine

Characters

The Southern Railway developed highly successful holiday publicity campaigns. It presented the south coast as 'the sunshine coast' and claimed that 'the sun shines most on the southern coast.' To add a more personal touch, colourful characters were introduced.

Why do they call me Sunny South Sam? Because the sun shines most on the southern coast

Southern Railway. Why do they call me Sunny South Sam? Because the sun shines most on the southern coast. By William Brealey, 1939
© National Railway Museum / Science & Society Picture Library

The ever-popular 'Sunny South Sam' was a fictitious railway guard who first appeared in 1930. The face of Sunny South Sam was used over and over again to assure travellers that there was always a helpful person to assist them on their journey. He was a down-to-earth, jolly man who made travellers feel at ease. The introduction to one of his booklets states that " I'm no great shakes at literature, but what I write is sincere". He used colloquialisms whenever he could and sold the Southern's holiday booklet "Hints for Holidays" for "a tanner" rather than "6d", as used in other publicity.

Another memorable character was "The Little Boy". The original photograph was taken in 1924 at Waterloo Station by Charles E. Brown. The poster was an immediate success and was reprinted several times in different guises. It showed a small boy with spectacles and a suitcase speaking to the driver. The Southern Railway offered to present a framed copy of the poster to the boy whose identity was then unknown. Quite a number of parents took their children to the offices at Waterloo but all were sent away disappointed. Eventually the little boy was found to have emigrated to California with his father, who was formerly employed in the Electrical Department at Waterloo. The boy was called Ronald Witt.

The favourite - South for sunshine!

Southern Railway. The favourite - South for sunshine! 1927
© National Railway Museum / Science & Society Picture Library

The NRM has since had numerous letters from people claiming to be the little boy.

Mister, I'm going on holiday on your train 'cos I know it's the quickest

British Rail - Intercity. Mister, I'm going on holiday on your train 'cos I know it's the quickest. 1978
© National Railway Museum / Science & Society Picture Library