After Federation in 1901 competition for British migrants was fierce. In addition to the Commonwealth’s promotion of migration programs, state governments also ran their own advertising campaigns, promoting the virtues of moving to particular regions in Australia. Shipping companies such as the Commonwealth Line and P&O advertised cruises to Australia. The imagery used in the advertising material focused on the economic opportunities and healthy lifestyle available for migrants. Australia was often depicted as an agricultural paradise populated by robust ‘white’ farmers. 

The First World War temporarily halted the flow of migrants to Australia, but it soon regathered pace in the 1920s. Britain was again targeted as a potential source of workers, particularly farmers and domestic servants.