"Our vision is to create a site which nurtures ongoing relationships with our visitors and which enhances the aquarium's reputation as a trusted guide to the oceans and ocean conservation. Through the site, we seek to create emotional and intellectual connections between visitors and the aquarium, visitors and the oceans and among visitors themselves. The site is centered on the aquarium and its exhibits with content and features extending out in widening circles to include the sanctuary and the oceans beyond in ways relevant to our audience and mission. Several major threads – beauty, knowledge and conservation – weave throughout the site, creating the fabric which holds it together. Each page of the site will be evaluated in terms of its ability to Inspire, Inform, Invest (create a sense of commitment in) or Involve our audiences."