The Dominion Line was one of several companies operating services to Canada. It carried considerable numbers of emigrants across the Atlantic at this period but also publicised its services for leisure and travel.
To compete with the Cunard, which had faster ships, White Star was offering their third class passenger better quality and luxury. In the early 20th Century most shipping lines offered the poorest passengers only large, open berthed dormitories, while White Star offered women, married couples and families private two, four and six berth cabins. As well as reading and smoking rooms, third class accommodation on board White Star ships included dining rooms with linen and silverware, and menu cards with postcards on the back which could be sent to the emigrants’ relatives back home.