With interests already in airlines, space tourism, hotels and trains, the Branson family’s investment group announced that it is partnering with investment firm Bain Capital to form Virgin Cruises, a South Florida-based company that plans to operate two ships.

The company’s Celestyal brand, launched at World Travel Market in London in November, defines the “heavenly” cruises and real Greek experience passengers enjoy when they sail with Celestyal.

The campaign targets consumers who are new to cruising with insight on why cruising is an extraordinary vacation at an exceptional value with a goal to drive increased awareness, consideration and demand for cruising.