Greyhound is updating its brand image to appeal to younger travelers by partnering for social media content and its first TV campaign in nearly two decades.

“You Don’t Have to Go Far to Go Far” highlights US city-specific activities that can be reached by Greyhound bus at a low price. The campaign will include customized videos for each of its 17 major markets including New Orleans, Fresno and Cleveland that focus on experiences to be had.

To help convey the intended message of adventure and discovery, Greyhound will launch partnered content this month with travel site Matador Network and Vice.

This new campaign marks the first time Greyhound has run ads on TV in nearly 20 years, with spots running on local network and cable channels including Fox, NBC, ABC, CBS, Bravo, BET, Cooking Channel, ESPN and MTV.

For “You Don’t Have to Go Far to Go Far,” Greyhound will also invest in online video, digital radio, display ads, paid search, out-of-home, mobile, social media, native advertising and influencer content publishers. The campaign is expected to run through March 2019.

“Our goal with this campaign was to challenge the perception that you need to travel far away or spend a lot of money to have an unforgettable experience,” said Darrin Rowe, senior director of marketing, Greyhound Lines, Inc. in a statement.

The century-old transportation brand began updating its image in 2007 when the company was acquired by FirstGroup. Greyhound upgraded its terminals and buses with a new logo and features like power outlets, reclining leather seats and extra legroom. At that time, the brand debuted a new ad campaign targeting 18 to 24-year-olds and Hispanic demographic.

Last year, Greyhound began offering e-tickets that users can order with their mobile phones, similar to how airlines offer boarding passes through mobile apps.

Other legacy brands are catering to the social network savvy “millennial traveler” by giving themselves an image overhaul or creating brand offshoots.

Last year, Air France launched a new airline called Joon that focuses on digital technology onboard and Marriott introduced Moxy—an experience-driven hotel brand that partners with local hotspots and offers in-house entertainment like concerts and improv comedy.