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Before the First World War, ocean liners transported millions of immigrants - and a few wealthy travellers - from Europe to America. But in the 1920s, changing immigration laws halted the flow of migrants and eroded the shipping lines’ profits, forcing the companies to focus on the leisure market by reinventing their ships as delightful ocean-going experiences for everyone. White Star introduced colourful and dynamic artworks to entice their customers. Adverts focused on the fun and relaxation of life on-board, portraying a transatlantic crossing as a glamorous leisure experience in itself.
