Travel services have been highly competitive business categories in the LGBTQ market for decades, and advertisers are compelled to stand out.

Hilton says it isn’t afraid of showing a male couple in bed. “We’re proud to depict and reflect our guest diversity in our advertising,” said Kasey O’Leary, senior director, Hilton HHonors & Loyalty Marketing, Hilton Worldwide. The campaign features a real couple, who will also appear in Travel + Leisure in June and The New York Times this summer, along with a commercial that includes them. It will air on network and cable.

Hilton’s new campaign imagery is bold for a company that has advertised to LGBT consumers for over a decade but showed few actual people until recently. In 2007, one ad depicted “his and his” towels, and a male pair began appearing 2014-15 — eventually with the headline, “Be the couple whose honeymoon never ends.” In 2015 a Facebook post with a rainbow-striped shirt celebrated the Supreme Court marriage ruling that said, “To paraphrase a wise woman, if you love it, then you should put a ring on it. Today’s court ruling in the U.S. paves the way for this to happen. Now, let’s talk honeymoons.”