STRATEGY The City of St. Petersburg has long been known as "The Sunshine City" and this brand equity offered a creative platform to position the City's economic vitality and receptivity to new business development. That platform became St. Petersburg Shines, a companion to the City's brand and one that the Economic Development Department could tailor for message content. St Petersburg Shines was showcased in a four-color brochure for lead generation and sales support, carried through tradeshow graphics, print ads and website–stpetshines.com.