Pilot Flying J knows that you should never underestimate the importance of a clean and welcoming restroom.

While convenience stores and travel stops are extremely important to everyday life, they may not be the most exciting or appealing places to consumers. However, when it came to its latest marketing campaign, Pilot Flying J sought to change that fact.

Pilot Flying J debuted it first major integrated marketing campaign on Thursday, Sept. 1, 2016, and the chain took a chance on its campaign to try and change the way consumers view travel stops. According to a recent report from Adweek, instead of boasting amenities like Wi-Fi and typical food and beverage options, the brand chose to highlight its restrooms.

Making a restroom look appealing is no easy feat, but Pilot Flying J recognizes the importance of this part of the convenience store, especially to travelers along the interstate, therefore the company decided that its restrooms were a necessary feature to showcase.

As the company has realized the importance of restrooms to travelers, Pilot Flying J has launched a $100 million upgrade initiative for its restrooms. According to Adweek, the updated restrooms will be fitted with LED fixtures and luxurious Italian tile.

Restrooms are important for all travelers, especially for families, which seem to be the target audience of the brand’s new campaign, which involves print, TV and web-based media. Adweek reported that the company’s campaign is anchored by a 30-second TV spot featuring a family on a long road trip entering a Pilot travel center. The stop on the family’s trip rejuvenates them with its free Wi-Fi, amazing food and drink variety and clean, modern restrooms. In addition to the spot, the company has released four print ads that flaunt gourmet coffee options and the new myPilot app.