In a new approach for the destination, the Unexpected Bath campaign promotes the more modern and exciting aspects of Bath to millennials and students.

Here's a sample from the Web page:

Expect the Unexpected in Bath this Summer

Make it a trip to remember with a break in Bath
Book a great value, short stay at the University
The lively city centre is just a short walk or bus ride away
Discover Bath’s out-of-the-ordinary experiences and nightlife
Live like a local, without breaking the bank
Make travelling easy with National Express, with great value routes from across the UK

Delve a little deeper and explore a little further, and you'll find that there is much more to Bath than meets the eye.

If Cambridge MA can draw millennials, why not Bath?