SideStep, Inc. announced a multi-faceted marketing alliance with American Airlines, designed to promote the carrier's website.

"SideStep's model is aligned with our strategic emphasis on guiding travelers to," said David Cush, American Airlines vice president and general sales manager. "We're looking to engage directly with consumers, which enables us both to reduce our cost of sales and to build relationships between travelers and American Airlines."

SideStep will showcase American's best fares to millions of travelers each month through both the Web site and the SideStep toolbar. SideStep will also feature American flight values in's deals directory and in TravelFinds Specials, SideStep's popular email newsletter. These marketing programs will all bring consumers to to book their travel.

"With its extensive route network, competitive pricing and service quality, American offers travelers substantial value," said Mike Smith, SideStep's executive vice president, supplier relations. "We're confident that this value will resonate with SideStep users, and we are excited to be an important part of American's marketing strategy."