Headline: The Atlantic Transort Line 

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Marketing Materials and Advertisements

The Atlantic Transport Line placed a few strategic advertisements in the late nineteenth century, such as the full-page advertisement it took in the National Horse Show Association of America's show catalog for 1897. This illustrated and described one of the line's new steamers and listed more than 40 prominent horse owners who had shipped livestock with it. There were short notices in major newspapers too advertising upcoming sailings. But it was not until the line became part of the International Mercantile Marine Company that marketing materials and advertising were used widely.

Large framed print of the Minneapolis in a steamship agent's window c.1902 (Kinghorn)
The line commissioned portraits of its principal ships and used the artwork as often as possible on various publications
including postcards, menu cards, and sundry promotional materials. The much-used image of Minneapolis
familiar from postcards, can for example also be seen in the form of a large framed print in the window
of this travel agency at West 39th & Broadway in this 1902 photograph. A reframed example of this print offered
on eBay in 2007 measured 31”x 45”. (Kinghorn)

This well-known advertising postcard from the early 1900s carries an impressive but inacurate image of a Minnie type ship (Ian Newson)
This well-known advertising postcard from the early 1900s carries an impressive but inaccurate image of a Minnie type ship (Ian Newson)

Miscellaneous publications

The International Mercantile Marine Company issued many marketing publications designed to encourage Americans to travel to Europe.

Anniversary booklet published by the London office in 1924, giving an informative history of the line and promoting the reintroduced passenger service (Keith Ives)
Anniversary booklet published by the London office in 1924, giving an informative history of the line and promoting the reintroduced passenger service (Keith Ives)
Click for PDF document

Card issued by Wills' Cigarettes c.1930 (Ian Newson)
The cover of a Guide to hotels and tourist attractions in the London area offered to passengers in 1926 (Kinghorn)

Advertisements

The advertisement placed in the National Horse Show Association of America's show catalog for 1897
The advertisement placed in the National Horse Show Association of America's show catalog for 1897

A brief advertisement placed in The Times in 1924
A late Victorian newspaper advertisement and a brief advertisement placed in The Times in 1924

An advertisement placed in 1926
An advertisement placed in 1926

A very stylish Art Deco advertisement placed in magazines c.1930.  (Kinghorn)
A very stylish Art Deco advertisement placed in magazines c.1930. By this date the White Star Line had
been sold off but the International Mercantile Marine Company continued to function as its agents

A wonderful Art Deco advertisement from c.1930 (Kinghorn)
A wonderful Art Deco advertisement from c.1930 (Kinghorn)

A wonderful Art Deco advertisement from c.1930 (Kinghorn)
A wonderful Art Deco advertisement from c.1930 (Kinghorn)

A Red Star Line newspaper advertisement of c.1932 featuring the Minnewaska (IV) and Minnetonka (II) (Ian Newson)
A Red Star Line newspaper advertisement of c.1932
featuring the Minnewaska (IV) and Minnetonka (II) (Ian Newson)

 

 

For more information ...

Kinghorn "The Atlantic Transport Line 1881 - 1931" McFarland, 2011

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