Margaritaville at Sea has announced its first national brand campaign, “Welcome to Somewhere,” rolling out in May.

Described as an effort to strengthen brand voice, the campaign is designed to place focus on the journey as much as on the destination.

In it, the company is presented as a more relaxed, emotionally driven alternative to bigger and pricier options, Margaritaville at Sea said in a press release.

“The best vacations don’t wait until you arrive. They begin the moment you step onboard,” said Christopher Ivy, CEO of Margaritaville at Sea. “That’s what this campaign captures – the sense of ease, freedom, and enjoyment that defines the Margaritaville at Sea experience from start to finish.”

The campaign is said to highlight authentic moments onboard, rooted in the search of contemporary travelers for more personal, meaningful getaways.

Natural lighting, documentary-style framing and hand-drawn typography are used to evoke an easygoing atmosphere and a sense of escape.

The campaign will roll out nationally across connected TV, digital out-of-home, programmatic, streaming audio, YouTube and direct mail, the company said.