n the 1930s, tourists, particularly Americans, became one of the most important clientele for Italian ocean liners. Traveling along the southern route—also known as "the sun route"—which connects the Mediterranean to North America, Italian ships enjoyed mild weather for most of the year, thanks to the Gulf Stream.
For this reason, these ships were equipped with outdoor swimming pools, decks for open-air games, cabins with private balconies, air conditioning, spa centres, and "al fresco" dining options—all features absent on foreign ships following the North Atlantic routes near the Arctic Circle, where passengers simply wanted to reach their destination as quickly as possible.
To promote the unique experience of the sun route, the Italian Line in New York launched a major advertising campaign titled "The Mild Southern Route to Europe," which introduced the American public to the words "lido" and "riviera," now universally recognized. The campaign involved the best American illustrators, coordinated by Victor Beals, who also designed a new font and logo for the Italian Line.
The Rex and Conte di Savoia, which entered service in 1932, were the flagships of this modern fleet, dubbed "The Royal Family of the Seven Seas." The spacious and pristine beach areas of the Italian ocean liners became not only the highlights of regular voyages but also of grand cruises around the world. Sea travel was no longer just a necessity; it became a form of leisure and vacation, and it mattered little if it took a couple of extra days to reach the Mediterranean ports.