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.
We use social media very extensively. So we use a variety of experiences from across Canada, but in particular those that best reflect our brand and the kinds of customers we're going after.