You can see how some of the return on investment in that campaign was over a hundred to one in terms of dollars. It would be more modest if we were looking at a program targeting youth, but certainly it would be over our fifty to one international marketing benchmark, which means that for every dollar spent on marketing we would be seeking more than fifty dollars directly attributable to visitor spending.
One thing you raised, which I would like to mention here, is that our “Locals Know” campaign was really targeted not just at Canadians travelling within Canada but also at Canadians who were considering international trips, who we were trying to convert to the idea of travelling in Canada this year. That's exactly what we would try to do with the youth as well. We would take youth who are already dreaming and thinking about all these international destinations they're going to travel to in their lifetime and, to use some more marketing lingo, we would try to convert them to the idea of travelling in Canada. Specifically, we'd want to measure our success based on our ability to do that.
We already know that Canada is running a record travel deficit, meaning that a record number of Canadians are travelling outbound, spending record amounts of money internationally. We're also spending some decent money domestically, and our domestic tourism market is in pretty good shape, but the piece that's travelling outbound is the piece we are trying to keep at home.