Whether or not you call young people a market, we talked about what Australia is doing. Australia is doing a very good job attracting Canadian youth with the idea of travelling to Australia, because they have really branded themselves as a great place for youth travel. That's what we're talking about. We're talking about inspiring young people to travel in their own country.
What our research tells us is that we're raising a generation of young people who have great travel aspirations, but they don't see Canada as a destination. They don't have the same understanding or the same dreams about travelling across Canada as they have about travelling across other countries. So we're saying, let's inspire them with all the wonderful things we have and they can do here in our country. They will become lifetime travellers of Canada if they start to have those experiences.
We're not really talking about a market of people who are 18 to 29. We're talking about inspiring young people to have a lifetime of love for their country. Other countries are inspiring our youth with those ideas, and we want to compete in that segment as well.