We have a calendar with a whole successive wave, and as Stacey said, a big focus is with the online world. Are you going to see big ads in The Globe and Mail, The Gazette in Montreal, the Calgary Herald, The Vancouver Sun? No. We wish we could, but the reality of the fiscal environment is that we're being strategic with other methods that we use.
We have something planned from a media and PR perspective for every week, but there is no big stunt, other than the celebrity video. We really think it's going to have some magic.