Canadian Heritage committee  Thank you. As I said earlier, we follow the trajectory of other countries, some of our competitors out there—like Australia and New Zealand—who have, post-ADS granting status, seen strong growth in their visitors from China. The Chinese visitor will start off in what we call “lower yield”, spending a little less money than some of the customers we get from other markets.

Canadian Heritage committee  I don't know.

Canadian Heritage committee  Our objective is really conversion of these customers. In our post-games strategy, our objective is to get these people on planes and into Canada in particular. It's as simple as that. It's conversion.

Canadian Heritage committee  We have a very sophisticated model to help us understand which customers to go after. We look at travel values, which really focus on why people travel and not necessarily where they travel. Roughly speaking, these customers are higher educated, have higher levels of income, have a penchant to travel internationally around the world, and are very intrigued by Canada.

Canadian Heritage committee  Correct.

Canadian Heritage committee  It's not an unreasonable question, because prior to the Olympics one of our objectives was to really leverage the broadcasters who were here covering the games to tell the Canada story. So our objective was really about relationships with all of those broadcasters, like NBC, TV5, and BBC, to help them distribute our content and information to tell the story of Canada.

Canadian Heritage committee  We choose a variety of experiences. It depends on how we market them. We do a lot of marketing through media. Our media website has hundreds and hundreds of story ideas. It has what we call B-roll, with images that reflect what the story is trying to tell. It has other images that we can get media to pick up, create a story, and broadcast for their viewers.

Canadian Heritage committee  It really depends on the target audience we're going after.

Canadian Heritage committee  We've had some great success out of Churchill, for instance. Polar bear viewing in Churchill really captured the imagination of many of our broadcasters. We had a number of stories about Churchill. NBC came up and shot their own story about Churchill and broadcast it all across the United States.

Canadian Heritage committee  No. That's part of the focus, of course, because Canada is famous for its great outdoors. But we try to add some context to those outdoor experiences, because they can appear to be intimidating at times to some of our travellers. We have a very sophisticated culture, and we have very sophisticated cities.

Canadian Heritage committee  No. We are the Canadian Tourism Commission. We happen to be located in Vancouver, British Columbia, but our focus is very much on Canada.

Canadian Heritage committee  Again, $3 million was invested in China.

Canadian Heritage committee  In fact, we're right in the middle of developing a marketing campaign, an advertising campaign, in China that will be invested in towards mid- to late-December and into January, February, and March.

Canadian Heritage committee  Well, in fact, we don't know what the media mix is going to be right now. It will be a combination, likely, of some print advertising—

Canadian Heritage committee  Yes, in December.