Marketing Ocean Travel: Cunard and the White Star Line,1910–1940

Abstract

The Cunard shipping line regarded itself as the premier provider of transatlantic passenger transport. As the structure of society on both sides of the Atlantic changed between 1910 and 1940 the company sought to maintain its market amongst the richest of society whilst attracting new passengers from the emerging middle class. Accordingly, Cunard adjusted its marketing in advertisements, brochures, promotional films and ship designs. Two passenger classes, the well-established First Class and the new Tourist Third Class are used to show how the company used all these media to both influence potential passengers' travel decisions and to reassure them of a safe, comfortable voyage in surroundings appropriate to their status, tastes and expectations.