Countless amounts of enticing, colorful brochures, price lists, and other types of promotional material were produced and sent out to interested emigrants as well as other travellers before they decided to buy a ticket. In addition, they also got information about custom regulations, emigration laws, regulations concerning vaccinations, formalities surrounding docking, and other necessities. All of which held the well-known logotype.

Once aboard, the passengers did not only get information concerning the activities on the ship, they were also given news from all around the world. Every ship had access to Radio News, The Gripsholm newspaper, SAL news, Going on today, or something similar. On cruises they also had something called “Port Highlights” where the passengers were briefed about every port they docked at.