I understand that and also that's it your job. You do it very well, and we need you to do it well.
But we're talking about Canada's 150th here. In a way, we're having two different conversations. Your conversation is about how we get young people engaged in travelling in our country. There are all sorts of other tie-ins, and I understand all of that. But if we're going to talk about Canada's 150th, surely we have to talk about something bigger and grander than narrow marketing plans to harness a potential high-spend demographic that we haven't grabbed yet.
I guess I'm looking for something a little more inspiring. I understand there's a market vision that the government is promoting. It's their ideology—but that's not Canada.
I want to hear if there's a grander picture here, because I'd like to buy into this. I'm using market terms myself now.