Life, 1929-06-07 · page 43 of 48
Life — June 7, 1929 — page 43: what you’re looking at
What you’re looking at
This is not a cartoon or satire—it's a full-page travel advertisement for the Canadian Pacific Railway promoting Chateau Lake Louise in the Canadian Rockies. The ad uses luxurious, romantic language to market the resort as an exclusive destination rivaling European luxury. It emphasizes the hotel's grandeur ("white renaissance chateau"), stunning natural views (glaciers, alpine peaks, the turquoise lake), and amenities (swimming pools, tennis courts, fine dining) to attract wealthy travelers. The photograph shows the hotel nestled in a dramatic mountain valley, designed to convey the exclusivity and natural beauty being advertised. The text addresses affluent readers ("connoisseurs in living") and urges immediate reservations, suggesting high demand. This represents early-20th-century luxury travel marketing—selling both the destination and the aspirational lifestyle it represents.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Pacific .. twin queens of the Canadian Rockies .. LAKE LOUISE Under thelee of Mount Temple you drop from the transcontinental into the spruce- scented silence of the snow-peaks. The car sweeps you up the valley to the court of an incredible white renaissance chateau. Not London, not Paris could surpass its lounge in beauty, its cuisine in skill. Through its high arched windows, from its fern-hung terraces, you look out on one of the great views of the world. . . a jewel lake, now moss-agate, again turquoise-blue. .. a living glacier hung like the backdrop of eternity at the end of the valley ...a ring of 9,000-foot Alps cradling the whole. Lawns and bridle paths embower the hotel . +. fields of shimmering golden poppies grow almost up to the glacier's edge . . . the swim- ming-pool, the tennis courts, the tea terraces are gay with chic chiffons and sturdy moun tain clothes... motors come and go... riders canter along the lake-path... groups set off to Lake Agnes among the clouds .. . hardy mountaineers, roped to Swiss guides, clamber over Abbot Pass, sleeping in a stone hut among the eternal snows... it is a place of enchantment, “last, loneliest, loveliest, ex- quisite, apart.” Connoisseurs in living keep Chateau Lake Louise busy all through the mountain summer. We warn you, make your reservations now! Information from Chateau Lake Louise, Lake Louise, Al- berta, Canada, or Banff Springs Hotel, Banff Springs, Al- berta, Canada, or any Canadian Pacific Office: New York, Chicago, Atlanta, Boston, Buffalo, Cincinnati, Cleveland, Dallas, Detroit, Indianapolis, Kansas City, Los Angeles, Memphis, Minneapolis, Omaha, Philadelphia, Pittsburgh, Portland, San Francisco, St. Louis, Seattle, Tacoma, Wash- ington. InCanada: Montreal, Nelson, Calgary, Ottawa, Qué- bec, Saint John, Toronto, Vancouver, Victoria, Winnipeg. .. - World’s Greatest Travel Systems... taans-Canava tour. Encrnsss Lingas TO Eunore and Ontent...Cacisrs... Lake Louise... Banrr Sprincs... CHATEAU FRONTENAC comicbooks.com 4 2 $ S%& Vv MIVA IOI SII ISG