That will be distributed through what we call our core markets. These are the traditional markets that we've been marketing to for 75 years, in some cases. They include the U.K., France, Germany, and Australia, in particular. It will leverage the awareness of the Olympic Games and the impact the games had on people's understanding or knowledge of Canada.
The Olympic Games, of course, were a huge commercial for not just Vancouver and British Columbia, but for all of Canada. It will leverage the awareness and interest in Canada they saw from the games and turn it into actual customers to Canada.