Virgin Voyages is already making changes, and today announced at a press event in Miami a new branding platform and name.

Virgin had previously started-up as Virgin Cruises, now dropping Cruises for Voyages.

Virgin unveiled a branding platform, promising to "change cruising for good" and travel "should celebrate your curiosity and not force you to follow one itinerary."

A tagline on the company’s Twitter reads: “We’re here to make your travels irresistible. These will not be your average cruise ships.”

Tom McAlpin, who helped start up Disney Cruise Line, is at the helm for Virgin, which has opened offices in South Florida.

Construction on the company’s first ship will start in late 2017 at Fincantieri’s yard in Genoa, Italy. The first of three ships in a class, the vessels are to be 110,000 tons and 2,800 passengers.

The company is promising green ships, too.

"The smart people at Climeon found a way to efficiently turn waste heat into electricity, saving stacks of C02. So we’re excited to announce our partnership with Climeon. It’s just one thing we’re doing to meet our commitment to launch one of the cleanest fleets to sail the seven seas," said Virgin on its recently re-launched website at www.virginvoyages.com.

Bain Capital is running point on financing for the operation.

>> More to follow, this story will be updated.