Original "Special Offers" page was non-responsive, highly textual. Links that one would expect to go to another page on AirCanada, took visitors to a completely different portal. And most importantly, no one specific special offer in any section jumped out.
In an effort to modernize the website and make it more appealing, I first conducted some market research to see what their competitors were doing. Virgin, Kayak, Expedia were already where I knew Air Canada needed to be.
Due to the quick nature of the project, I immediately started sketching and refined a few sketches into wireframes.
Relying more on media, showcasing actual offers and keeping deals on flights, cars, hotels, etc. on a single page were the key elements. I refined the wireframe into a mockup, along with an alternative design.