Swim Week is invading Miami Beach, but beautiful women frolicking on our surf and sand in bathing suits is really nothing new.

In fact, Miami Beach has been selling itself across the country and world with the help of women in a one piece, two piece and bikinis since, well, since the early 1900s when Carl Fisher and John Collins recognized its potential as a tourist hotspot.

So as Swim Week gets underway, here’s an old school look at how the selling of the area was done in years past.

The 10 photos in this gallery were taken by the tourism departments of Miami Beach and Miami between 1950 and 1966.

During the winter months, they were widely distributed to newspapers across the country.

The purpose of the cheesecake snapshots of beautiful girls was to attract snowed in Northerners to South Florida for sun and fun.

It worked.

Still does.