This document outlines Travelocity's plan to build an emotional connection with customers by organizing an unforgettable trip for underprivileged children. Dubbed "Wings of Hope", 10 children will be selected and taken on a 2-week trip across multiple continents, with their experiences shared online daily. This human-interest story is expected to generate extensive press coverage for Travelocity without any media spending. After the trip, a documentary and photo journal will be created to further engage audiences. The goal is for Wings of Hope to become an annual initiative that distinguishes Travelocity from its competitors and demonstrates its expertise in making travel simple and enjoyable.