Thank you.
I would say that about half of our work now is done through social media. Social media has become not just a channel for us but an integrated part of everything we do. It's also a much more efficient way to market than traditional types of paid media are.
Mostly what we would do with social media for the youth market is to have youth speaking about travel to Canada. It would be youth talking to youth.
It's a traveller-to-traveller type of opportunity we have through social media, which is much more relevant to youth than having a destination marketer tell them all the great things there are to do here. It's really trying to set up the networks and the content that will help feed that youth-to-youth recommendation on travel to Canada.