Because joining the Air Force is a critical life decision, the Air Force website must provide potential recruits with enough information to spark an interest and encourage them to seek more information. Tribal DDB launched the new Airforce.com to coincide with the new campaign 'Cross into the Blue', which depicts the Air Force as an extraordinary world of unique career opportunities. To support the new campaign, Tribal DDB developed an interactive experience that gives visitors the chance to join real-life recruits in a series of virtual missions, allowing them to witness first hand the career paths they may choose. To effectively reach the target audience (17-24 year olds) the site was built using the latest technologies and stimulating visual elements. And to accommodate visually handicapped visitors, the critical text content was built into a datastore that also feeds a text only version of the site that actually can be read aloud to special browsers. Since the re-branding of the Air Force began in November 2001, Airforce.com has seen a 25% increase in average site visitors and a 24% increase in average monthly leads. Additionally, over 30,000 visitors have signed up to gain access to privileged information 'Inside the Blue'.