Competition from affordable air travel affected shipping advertising. Posters started to depict luxury life on-board, emphasising facilities that weren’t available to air passengers. This poster shows part of famous Lido Café, where passengers of cruise ship Vistafjord enjoy their meals in nautical décor surroundings with lots of natural plants, wicker furniture, and being served by waiters dressed as sailors. Since introducing its first ocean liner intended only for passenger travel in 1881, Cunard continued to improve on-board facilities and to enhance the splendour of its vessels. The company’s advertising slogan in 1952, ‘’Getting there is half the fun!’’, has been reflected in the luxurious experience offered on-board of its cruise ships.