American Airlines, partnering with Frommer’s, offers a new contest to win 280,000 miles, enough to fly two people in economy anywhere American flies). What I particularly like about this promotion is how it is being structured and implemented.

To enter the contest, head to aa.com/journey.

Then select a destination from the list (New York, Tokyo, Los Angeles, London, or Miami. Now here is where it really starts to get cool.

After selecting your city, there is a large list of things to see and do to help you build an itinerary in the selected city. You can choose from a laundry list of Events, Restaurants, Nightlife, Shopping, and Attractions to build your ideal day in the city. I do not see anywhere that it really matters what you select and choose as your itinerary will not be judged. What it does though is allow you to think about traveling to that destination, in the hopes you will book a flight at the end of the promotion process. It is a brilliant marketing campaign.

Once your ideal day is selected, the site than takes you on a tour of your selected destination using Google Streetviews. The process is an excellent use of resources to again get the customer entrenched into the traveling experience.

Finally, you enter the contest at the end. American Airlines really has gone above and beyond with this promotion to make it interesting. It is not your typical enter and hope for the best contest. While the chances of winning are slim, at least I feel I got something out of the promotion. Great job AA!