n the early 1930s, Italian liner services had some significant announcements to share with the public. First and foremost, the three long-time rival companies were forced by the state to coordinate their services. This was a precursor to their eventual merger, which led to the creation of the national flagship company that began operations on January 1, 1932, under the new name of Società Italia, Flotte Riunite Cosulich, Lloyd Sabaudo, and Navigazione Generale Italiana. In 1937, it became simply Società Italia (Italian Line) under the umbrella of Finmare, which also controlled Lloyd Triestino, Adriatica, and Tirrenia.
Interestingly, even after Italy entered the war in June 1940, advertisements continued. The ban on the use of English words led to Lloyd Triestino being renamed Linee Triestine per l'Oriente.