A cruise line not displaying its ship? Not unheard of. A cruise line not displaying its ship and featuring dry, lackluster copy? Not acceptable. A 1930’s series of Matson Cruise Line advertising advertised the smiling faces and exotic excursions available upon arrival in Hawaii, but failed miserably with its boring copy (“steamer package,” really?) and weak consumer focus.

Need some shut-eye? Just read the body text, reproduced below.

Full information of incomparable Matson South Pacific voyages may be secured from all Travel Agencies or Matson Line — Oceanic Line, New York, Chicago, San Francisco, Los Angeles, San Diego, Seattle, Portland.

Hotel reservations at the beautiful Royal Hawaiians and Moana at Waikiki Beach may be made at the same time you book your steamer package. An added convenience for Matson travelers.

FUN FACT: Matson’s passenger service was greatly reduced after World War II, and by 1970, the company had sold its remaining passenger vessels and hotel properties to focus on commercial shipping. Matson is still the dominant cargo transportation company in Hawaii. (Source: Matson Inc.)