In anticipation of the newly designed AA.com, Tribal DDB Dallas created a virtual tour to educate consumers about the new features and benefits of the forthcoming American Airlines site. Prior to the site’s re-launch, an email from the American Airlines VP of Customer Technology invited a select group of customers to preview the site with added multimedia guidance and interaction points. The overall experience was informative and fun, ensuring customers a high comfort level with the site’s transition in the summer of 2002.