American Airlines needed to promote an extremely rare offering of their program, an 10 million mile giveaway. They planned to drive enormous numbers of members to the site experience. The site seeks to educate visitors as to the the value of the program as well as educate visitors as the rarity of the offering. It is a main entry point for the airlines to the shopping program and needs to allow for sign ups in a streamlined and seamless manner, while also being visually exciting and speak to American Airlines key target audience and their dreams of travel.