L.L. Bean is shifting away from traditional direct mail print marketing toward digital and TV channels starting with its new “Be an Outsider” campaign, according to a report Ad Age.

The company is launching a new website and a digital and TV push around its “Be an Outsider” campaign. Three TV spots will follow starting July 24. The company has typically run just a few TV spots annually in the past, but plans 12 by the end of 2017. L.L. Bean will spend two times as much on back-to-school advertising this year.